Here’s what I’m learning:
Add intimacy to reach and frequency.
Traditional media rely on reach (how many people hear your message) and frequency (how often they hear it). This gets a little annoying (like those TV ads you like the first 5 times, and hate thereafter).
Adding intimacy is something you could even do on traditional media, but few people do. It’s a sense of letting your audience in behind the scenes, so they know and are a part of the event, before it happens.
It could be as simple as me twittering: "Going to the printer’s to pick up the nametags for Thursday’s Twestival. I hope we don’t run out; we printed 100!"
This communicates a subtle reminder of the event, while also communicating other information (there will be nice printed nametags, there will be about 100 people – we hope!). It also lets the audience know what’s happening behind the scenes, and the live, real-time nature of Twitter/Social media somehow helps this.
Get your audience involved
If you’re running the event, maybe you can crowdsource suggestions on different aspects of the event.
- Better ideas
- A greater sense of involvement from those who have contributed ideas – and therefore greater likeliness that they’ll attend and encourage others to come.
Sometimes event organisers do this the old-fashioned way, through a competition. But instead of inviting the feedback of potential attendees, they just bribe their way through with a prize.
Sure there’s value in prizes and incentives, but sometimes as an event organiser you can offer great value, without paying a cent. Being heard is increasingly valuable in a busy world where the biggest dollars usually have the loudest voice.
Variations on a theme
Twitter promotion can be like radio advertising – you need to promote your event at different times of the day to reach different audiences. Yet some people will be on there all the time, and since they’re likely to be quite influential you do not want to annoy them.
What to do? Variations on a theme. In other words, don’t just tweet the same old message. Find all its different flavours, and explore them. Are there different speakers? Promote each one and the message they’ll be delivering.
Share your learnings
As you go, maybe write a blog post about … um, "how to promote an event through social media"!
How do you do it?
If you run and promote events, how do you use social media to promote your event? We’d love to see your comments below.