Which social media channels should you use? The best thing is to use all of the ones that you think will reach your target audience and tailor the messages to the audiences on different channels. You’ll quickly find out which ones work best for your event and after an initial campaign, you’ll know which ones to focus on. Don’t disregard Pintrest which has 482 million active users every month.

The objective is to make your event a great experience for attendees from beginning to end and to achieve that you’ll need to be creative.

Here are our tips for social media activity before, during and after the event.

Before the event

• Create a unique #, or if it is a repeat event continue to use the previous one to maintain momentum and pick up previous attendees

• Make your social media schedule available to everyone, so that they know what is going on and like, share etc, to get your message to as many people as possible

• Consider if it would help to work with an influencer, who can endorse your event and bring it to a wider audience

• Boost posts – look at what’s working and target that audience

• Create a Facebook Event page

• Share good content – a constant drip feed of information works well

Content

• Tailor content to each platform – for example, be fun and informal on Instagram but professional and informative on LinkedIn

• Tell everyone what’s new and why they should attend

• Publish interviews with speakers

• Become a guest on a relevant podcast

• Use videos, particularly with speakers, particularly if they have controversial views

• Do something different to attract attention

During the event

• Run a social media contest to get everyone involved and active – such as who can get the most shares on a post with the event hashtag

• Feature interviews with speakers

• Use testimonials from attendees and quotes from speakers

• Carry out live podcasting

• Share live photos on Instagram/Facebook stories and share live updates on Twitter (X)/Threads

• Post a video recap of the day

After the event

• Don’t go quiet! Post a highlight reel from the event

• Publish testimonials from attendees

• Use comments, responses and answers to questions from speakers

• Post an event podcast

• Circulate a video of the event and round up of photos, tagging in suppliers, partners, and the venue

Throughout the process it’s a good idea to monitor ROI. You’ll be able to see what has worked and what hasn’t ready for other events or if you are repeating this one at a later date. Eventbrite’s research has shown that 30% of people who watch a livestream of an event will attend the same event the following year, so it’s well worth incorporating some live streaming in your activity.

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