12 Tips on Promoting Events Via Social Media

I’m part of a group that is promoting an upcoming benefit concert for Haiti. The event is called Lancaster for Haiti – Hearts in Harmony, and with less than a month to go, we are utilizing a heavy Social Media push to get the word out. Here are a few tips for creating and promoting an event properly via Social Media.

1. Plan and Organize – Like any other aspect of marketing, go in with a plan. Know what your goals are, identify your target audience, and have things mapped out. Sure, things will change, but you can adapt on the way.

2. Create your event properly on Facebook – Make sure you include as much information as you can: title, date, time, any important details. Also include important links. In our situation we link to the main CHL Website, as well as the various band websites, and the organization that is benefiting from the event. Make the details as specific as you can. And use pictures and videos if they fit.

Note: by nature, RSVPs to Facebook events tend to be “fuzzy”. Just because someone says they are coming, doesn’t mean they are. If you are selling tickets, make sure you link to information about ticket sales. If it is a free event, but you need a hard and fast RSVP count, make sure that is clear and link to that RSVP page.

3. Set the viral sharing in motion – Once your event is created and published, you need to get the word out. If it is part of a page or group, the SHOULD see that it exists, but don’t rely just on that. You and anyone involved can use the “share” function to post the event on your personal walls, thereby letting your friends know. You can also use the “invite” function to personally invite any number of friends. As people RSVP that they are coming, encourage THEM to share and invite. The more the merrier.

Note: be selective as you invite. If the event is in Lancaster, and you have a friend in Kansas…probably best not to invite them. Invite your friends that you are pretty sure would be interested in this specific event.

4. Compliment your Social with Traditional – As powerful as Social Media can be, don’t stop there. There is nothing wrong with a full marketing campaign with whatever elements you think will work and will fit into your budget. For our event we are having some great posters made up that will be plastered all over the area. We’re also hoping to secure free promotion through standard PR and media measures, as well as perhaps secure some digital billboards in our area.

5. Tap into all channels – Don’t overlook other channels of promotion. Even though MySpace is on the decline, it still can be strong for music events. We are encouraging our participating bands to utilize their MySpace accounts, websites, e-mail lists and more, to help promote the show. One of the bands is even having a CD release party the week prior to the event, and is allowing our group the chance to set up an informational table, sell tickets, and even make an announcement from the stage. For some events, LinkedIn might even work. Be open minded as to how to get the word out. And of course you have people blog about the event.

6. Frequent Updates – As details change, add them to your event pages. In this case, as we add bands and sponsors, we add them to our digital properties. Not only does this make the information current, but it pushes the information out to the Facebook feeds of those who are involved.

7. Use multiple touch points – Not just Facebook, but also use Twitter to spread the word, as well as traditional websites. A key to marketing is having multiple touch points for your audience. If you can reach someone in three different places, they are more likely to remember your event. We’re even using several dozen brick and mortar locations to sell tickets and hang posters. Our hope is that people will have no excuse NOT to have heard about this event.

8. Give people opportunities to participate – If someone is involved in an event, they feel more invested and are more likely to spread the word. In our case we are asking for volunteer help. We also have a number of companies from printers, designers, and equipment companies involved. They are getting proper credit for their donations of time and services, but because their name is attached, they are more likely to help us out with promotion, both online and on the street.

9. Set the Street Team in motion – Think of your fan base as a street team. Mobilize them and give them the tools they need to help you promote your event. This might include downloadable flyers that they can either send to friends in email, or print out for distribution. In some cases you might be able to reward them with free admission to the event, or perhaps a t-shirt or other item.

10. Engage – Announcing an event isn’t enough. If people comment, engage them. Draw them into conversation. Give them a reason to post on your event wall.

11. Reminders – As you get closer to the event, Facebook events give you the opportunity to reach out. If the event is created from a Facebook Group, you can send messages to those who are attending, the “maybes”, and all of the invitees. If the event is created from a Fan Page, you only have the option of sending an “update” to all fans. Either way, use these tools

12. Be Creative – Think of unique ways of promoting the event. In our case, the local podcast Creatively Wired will be doing at least one live podcast prior to the event, along with covering the benefit concert live on UStream as it happens. Another thing that often works is getting “supporters” of your event to change their Facebook profile pictures and Twitter avatars to something related to your event, such as a logo or even a Twibbon.

Every event is unique and your approach to promoting an event will be different every time. As you create and produce more events, you’ll learn from what you and others have done in the past.

How have you promoted your events? What do you find works for you?

Oh, and if you are in our area here in Pennsylvania and would like to help out, feel free to leave a comment or email me for details!

Tagged as: events, facebook, Marketing, Social Media, Twitter