One thing social media does really REALLY well is making people envious. #FOMO (Fear Of Missing Out) is strong, because social is one big party and HEY is that Stacy at the movies with Kathy and Dawn and why wasn’t I invited??
Even the most emotionally-stable person can have their feelings challenged thanks to social media. We all want to be part of something. I know I always feel that little twinge of envy when I see people I know out and about. A business should keep this in mind when having events.
Many times I am scanning feeds and see some really great events- after they have ended. Businesses are posting their photos or retweeting and sharing attendees’ content after the fact, and it’s disappointing. It’s a little early to plan for next year, and unless I write the event on my calendar there’s no way I’m going to remember it a year later. Until I see all the photos after it ends. Again.
There are no excuses- with social media and all the tricks (hashtags, live video, geo-filters, check-ins, etc.), your event should practically be a trending topic in your area. You should be embracing #FOMO to the fullest. Here’s how.
+ Have a Plan. Your event should be part of your editorial calendar. If there are price-increases during the months leading up to your event, plan your content accordingly. Pay for an ad and target those who are in your event’s demographic. Make it sound urgent. “Last chance to get the early-bird special before our big price increase on _____!!”
+ Gradually increase content around your event. This depends on how far back you begin promoting, and that depends on the details of the event (such as ticket sales and price increases). If you’re starting to raise awareness 3 months in advance, you need only sprinkle reminders here and there for the first month (Throwback Thursdays are perfect for this if you have photos from past events). Two months prior bump the posts more, perhaps boost two ads to reach that targeted audience. The month before and up to your event is where you can really shine in talking about the event. Every thing you post could relate to your event. Remember to not always directly promote, be creative. If it’s a beer festival, perhaps share an article about a new brew or brewery opening. Muse if they will be at the festival. Be excited!
+ Two weeks before start communicating important details. Check-in times, schedule, map. In your posts, ask what others are excited for during the event. On Twitter and Instagram you should have been using your hashtags, but now make sure everyone knows what hashtags to use in their posts and photos.
+ Keep #FOMO going during the event. Have a team in place specifically to cover live social media. For smaller events one or two people are fine, but if your event is large (ICON or Phoenix ComiCon size), have a team of 4+ to run live social. This should be their job for the entire event, and they should be using your business social media accounts. Have a plan of action for your team, assign everyone to sections of the event so there isn’t any double-coverage.
+ If you can’t use your own staff, outsource. Perhaps your staff/employees are speaking or participating in some other way at your event, and they would not be able to focus solely on social media coverage. I hope I have shown the importance of having consistent coverage during your event, even if that means paying to outsource. The chances of the investment paying for itself are high, whether you have extra people join you day-of, or a larger audience at your next event.
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