Best practices for managing social media for large events

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In the event marketing industry, social media has transformed the way our audiences find and receive information to promote events. As an ever-growing and developing marketing tool, social media encourages attendee communication on a new level and is integral to success before, during and after your event.

Before your event

Think strategically about which social platforms you are utilizing. Developing a robust social media strategy is an important part of any marketing campaign and requires careful consideration among channels. Having multiple platforms for your large event is appropriate as long as there is a place for your content on each.

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Utilize social media advertising to your advantage. Targeting makes for focused and direct marketing, a difficult equilibrium matched through traditional advertising. By targeting exactly the audience you wish to reach, you’ll save both time and money.

During your event

Encourage your audience to interact with you, and engage with them in return. Be active and engaging on social media by providing sharable content with your networks – hashtags and photos are a great way to promote conversation about your event with current and potential attendees.

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Never before has two-way conversation between you and your attendees been so simple. Utilizing a live Twitter feed or text-to-screen technology will help your audience feel they are a part of your event, not just attending it.

After your event

Share experiences from attendees and plan for round two. Take all of the content you’ve gathered during the event and use it to thank your attendees by posting the information to a blog or in a survey. Then, use what you’ve learned to help make the next event even better.

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Successful event promotion through social media is limitless, with entirely customizable possibilities. By using a calculated mix of platforms, integration and strategy, social media marketing becomes a necessary source of information for your attendees and helps ensure a successful event.

Sarah Kikkert is the communications and social media coordinator at the Wisconsin State Fair.

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