How to amplify brand events via social media
Social media is the fastest way to directly engage with your audience. This puts events among your biggest opportunities as a brand. Start seizing them.| December 15th, 2017
In this blog post Nik Postinger, MBA’s Social Media Manager, sets out how social activity can garner fantastic exposure for your event while fitting into a wider brand growth strategy.
Generating excitement is key
Studies have shown there is real value in using social to build up to an activation. Even where brands are looking to live-stream content, it is useful to post well ahead of time to inform your audience when activities will be occurring and how participation has been enabled.
Arranging a calendar of content well ahead of time is essential to plot out a proactive plan. Here are seven stages you should be following as part of an optimal approach: Focus, Announce, Enforce Relevancy, Build Excitement, Countdown, On The Day, and finally consider Legacy (where applicable).
Planning is essential. It is important to determine which social platforms you will use, and how they will work together to ensure content is best amplified to your audience. Consider your core campaign objectives when developing plans, and keep it consistent with your overarching strategy and brand tone of voice.
Announce & Enforce Relevancy
The announcement of your event should be engaging, and accompanied by a bespoke asset. A call to action will drive users towards registration, ticket sales, or a landing page for further information. This should inform on date, time and location as well as reaffirming why your audience should participate.
Build Excitement & Countdown
Build excitement leading up to your event or activation; consider teaser videos, creative reveals of guests, or behind-the-scenes content. Applying budget to promote content can enable re-targeting of your audience from previous campaigns. ‘Counting down’ media should be included in your content calendar as this gives a sense of immediacy and momentum.
On The Day
Often it is possible to plan content in advance, however beware the pitfalls of scheduling time-specific content where delays or line-up changes may occur. It is always best to have a trusted social media team on the ground to post in real-time, or interact with users to collect or entice UGC.
A study carried out by Buffer last year found that 36% of all updates during events featured quotes from speakers or audience members; it is clearly a successful tactic. They represent an opportunity to showcase the talent at your event, as well as being self-contained pieces of thought leadership which can be highly sharable. Having templates at the ready for an on-site team to create quotations is a sure-fire way to ensure your social output is swift and relevant.
Consider the legacy of your event, as this can be a source of evergreen content for your social channels, seeding anticipation for the next event.
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