Social media, regardless of whether that’s Facebook, Twitter, Instagram or Snapchat, is not a marketing strategy. It’s a tool in your marketing toolbox. Furthermore, posting a bunch of content on Facebook, Instagram, or Twitter won’t compel people to attend your event. Do these ideas sound radical? Even going against the grain? They are, and they do.
What Truly Matters to You and Your Event?
Please understand I am not against social media. However, it’s essential not to confuse posting social content with results that matter like ticket sales and attendance at your event. There are far too many people that work tirelessly to post great content on social media without getting the results they deserve.
Most Are Missing the Mark!
Bottom line? Almost everything you have been told about how to do “social media marketing” is wrong. It’s not your fault. The bad advice goes well beyond the event industry. It is everywhere — and here’s why.
The Golden Child of Marketing
For years, Social Media was the golden child of marketing. It could do no wrong, and everyone was doing it. All you had to do was start a Facebook or Twitter page and post a bunch of content. Social media was a new and exciting frontier that would lead us all to riches, right? Unfortunately, things didn’t quite pan out that way. Consider the recent privacy concerns regarding mining Facebook user data and Cambridge Analytica.
The Cold-Hard Truth . . .
Here's the cold-hard truth: Facebook, Twitter, Snapchat, and Instagram have built their business empires on the backs of their users. Most people are never paid for the content they post, and social media sites repurpose that content and make billions of dollars a year. This is lopsided. So, how do you get the better side of this deal?
You Must Play the Game Differently
If you want to take advantage of social media, you have to play the game differently. What follows are the most common social media marketing mistakes to avoid and simple corrections you can use. The suggestions apply to any social media platform:
- Putting Your Social Media Mindset Ahead of Theirs
- Focusing Too Much on Likes & Followers
- Trying to Engage on Too Many Social Media Platforms
- Avoiding Paid Social Media Advertising
- Not Measuring the Results of Your Hard Work
Stay Tuned for Profit Actions!
Let’s go through each mistake above individually with suggestions for corrective actions that will allow you to be profitable. In the coming days, we'll take a dive into each mistake and suggest profit actions. Stay tuned and feel free to comment below.
Click Below for Part I "Event Marketing Social Media MISTAKE #1: Putting Your Social Media Mindset Ahead of Theirs":
Here are some additional social media resources you can use to market your event:
- Do You Make These Social Media Mistakes with Your Event?
- Measuring Your Social Media Event Promotion Efforts
- How to Leverage Facebook and Your Event Marketing
- Beware of the "Social Media" Event SMACKDOWN!
- Social Media, Your Event Marketing, and "Insider Info" . . .
- Social Media Comments and Your Event
- The Downside of Promoting Your Event with Social Media
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