As an event director, you are often strapped for time as it is. But should you spend your time reaching out to your “followers” through social media as part of your event marketing? Here are few tips we’ve put together that will help you make the most out of your social media channels:
- DO prominently display your event information. People hate to dig to find the basics. Make sure your social media pages have a way for them to contact you, a link to your website and links to any other social media channels you are using
- DON’T let it be a one-way relationship. Interact with your followers, get to know them. Ask them questions and respond to their answers. Let them know there are real people actually paying attention to any comments/questions that are left about your events. If someone leaves you a question and doesn’t receive a relatively quick response (or no response…yikes!!), that will leave them with a very negative feeling about your organization and are likely to stop following you.
- DO pay attention to what others are saying about you and what you are saying about others. If your followers leave you a positive (or negative) comment, show them you are listening and reply with a “thanks” or offer to fix a problem if they are unhappy. Other followers will notice your responsiveness and appreciate that you care about what they have to say.
- DO reward customer loyalty. Social media allows you to market your event and send out promotions to our customer base in minutes as opposed to days. One successful reward I’ve seen used is to give your followers access to special discounts that are only available because they are a follower. Maybe if they come into one of your sponsors stores and say the “magic word” they receive a freebie or extra discount. Or, create a contest where everyone that re-tweets your message or submits a photo of some kind, gets an entry into a drawing. That not only engages your followers but spreads your message to their followers as well.
- DON’T go on the defensive. If there is a negative message going around about your company, act on it. Nobody is perfect and most people understand that problems arise and will be forgiving if you seem to be on top of any issues and stay honest. But also keep in mind there are those out there that will be harsh and lash out against you. In these situations, don’t be defensive but don’t ignore them. Answer their concerns like any other customer and be polite, even if they are not. Read more suggestions on Simply Zesty about Dealing with Negative Comments and Bad Online PR
- DON’T promote too aggressively. While social network users have proven to be open to marketing—especially if it involves a discount—they’re not looking to be flooded with sales pitches. If all of your information comes across as life-less advertisements, no one is going to want to read it.
For more information on social media marketing as it relates to business, check out the Search Engine Journal article on: Do’s and Don’ts of Social Media Marketing
What positive (or negative) experience have you had dealing with an event/organization through the social media?