3 Mistakes That Can Prevent Your Events From Taking Off on Social Media and Beyond

Opinion: Marketers must set clear objectives to guide their efforts

Social media is invaluable for your content marketing efforts leading up to the event
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The success of any event will depend on many factors, and some are more important than others.

Some events will require big budgets but will succeed without specialized technology (e.g., face-to-face seminars vs. webinars). Others will succeed with the help of technology (e.g., webinars) but without big budgets. However, hardly any will succeed without adequate promotion.

If you have an event coming up—be it a seminar, trade show, conference, product launch, webinar or live event—you’ve probably researched how social media can help you promote it by creating a buzz and registering as many attendees as you can accommodate.

Alex Jasin, founder and CEO of Metapress, an online publication that provides resources for entrepreneurs from industry experts, says social media should be top of your list whenever you need to get a word out to a targeted demographic.

“Social media was always going to dominate marketing,” he added.

Unsurprisingly, marketers across the board are increasing their social media spend. In a recent report by RetailMeNot, 78 percent of surveyed retailers said they expected to increase their social media marketing spend in 2018. Further, in a recent Content Marketing Institute study, 83 percent of business-to-business marketers said social media was part of their content marketing strategies.

“It’s not the early days of social media anymore, back when marketers were only concerned with building their brand’s social presence and gaining likes for organic referral traffic,” Jasin says. “Organic social traffic is dwindling, yet social media spends continue to rise year-over-year because social media penetration is still over 70 percent in the U.S. It’s hard to argue that social media is not where people spend their time online, and it’s a great place to nurture buyer intent for both brand awareness and direct sales. Smart advertisers know how to leverage popular traffic sources to connect with their target audience and positively impact the bottom line. Social media is an invaluable tool for engagement, traffic and, yes, direct revenue generation.”

Besides being a channel for direct advertising, social media is also invaluable for your content marketing efforts leading up to the event. Content is still king (sorry), and as Luciana Olson, U.S. managing director of MediaPlanet, put it, “Content marketing is here and it’s not going anywhere. In fact, it’s going to be more relevant in your business and in your marketing plans. You need to armor yourself with a good plan and an even better team who can help you succeed.”

Having a plan will help you figure out your marketing strategies overall and social media strategy in particular. “Social media is a big part of our distribution when promoting our campaigns, but there is a lot of thought in whom we will partner with and which social channel we will promote on to maximize results with a specific target audience,” says Olson. “Brands need to look to social media as just one avenue in a slew of strategies and channels to carry out their message, and many times, the avenue is not their own social media channels, but a relevant influencer’s instead.”

Unfortunately, many marketers employ social media strategies these days because they feel like they must. They do it, however, without setting clear objectives to guide their efforts, jeopardizing the success of their venture.

If you want to succeed as a social media event marketer, you must know how to use social media to promote your event effectively. Below, we look at three common mistakes you need to avoid when marketing your event on social media:

Starting wrong

The first mistake on many unsuccessful campaigns is starting without a clear plan or expectations. If you don’t know what you are aiming for or what results are reasonable to expect, you won’t be able to achieve it or assess your results with an objective eye.