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Getting the Right Social Media Mix for Your Promotion Campaign

Social Media is continuously evolving and offers tremendous potential for event promotion. Facebook alone has attracted more than half of the online internet population in India with as many as 65 million users! Moreover, internet users on an average spend approximately 1/2 an hour online daily and almost 30% of this time is spent on visiting Social Networks. India has more potential social media users than any other country because of its large youth population (65% of the population is ≤ 35 years of age).

You need to make strategic as well as tactical decisions about your social media mix and online communications strategy to promote your event effectively. The right social media mix will boost the attendance at your event and make it a resounding success. Here are some key steps you must follow to achieve this goal.

Organize Your Portfolio
Firstly, you need to make a quick inventory of the social networking websites and online communication channels that you already use. Most event organisers already have different channels set up and run by different individuals. You must list down the names of all these communication channels on a worksheet. For example,  your list could include  Facebook, Twitter, Pinterest, Tumblr, Instagram, your email ID and your event’s blog URL. This information must always be in front of you – on sticky notes or on a whiteboard – so you can organize your channels, study their reach and effectiveness and take timely remedial action, if necessary.

List Your Content
Secondly, you must list down information you wish to distribute through your social media channels. This list could include case studies, your customer service contact details, event information, your sales pitch and status updates. While preparing this inventory, you must consider that the content must be scripted and adapted according to the unique nature of each social networking site. For example, you need to adopt a more visual approach while uploading content on Pinterest and other graphics-oriented social networks.

Uploading Relevant Content on Social Media
You must consider whether or not the desired content funnels through your communication channels. You must tweet on relevant and interesting topics and even maintain a blog about significant industry trends, but ensure that your content is relevant and helps you in your main objective i.e. increasing the number of participants at your event.

Therefore, getting the right social media mix for your promotion campaign is crucial in the present scenario especially since it helps ensure the success of your event.

 
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