There is a high probability you've been lied to about marketing your event with social media! Things like, "you have you post often to Facebook, Twitter, Instagram, Snapchat to be successful." That's a BIG fat LIE! You don't have to post often. Most ad agencies are also charlatans in the social media equation. They try to sell you expensive campaigns with fancy looking social media posts that sell zero tickets. If you want to sell out your event, stop following the masses!
Today, I presented a client with a Return On Ad Spend (ROAS) report. They invested around $350 USD to boost less than 10 "butt ugly" Facebook posts. Their ugly posts resulted in over $10,000 USD in ticket sales. Three years ago, that same client posted over 300 times to Facebook. And they couldn't show a single resulting ticket sale. Would you like to post 300 times … or less than 10? The masses choose 300.
If you want to take advantage of social media for your event, you must play the game differently. That means you need to have an understanding of how and why things work with social media companies. Because it's not what you think.
Allow me a few minutes to take you behind the scenes to show you what is really going on. It is essential that you know this information, so you can play the game differently!
They Control YOUR Data!
If you have an inordinate amount of free time, I encourage you to read the terms of service for your favorite social media platform. You will quickly find out who "owns the data." Hint: The ownership of data was highlighted a few years ago when Facebook updated their terms of service. Data ownership was further brought to light with last year's Cambridge Analytica scandal. Without getting into the legal side of the house, the social media platform you use essentially owns your data when you use their service.
Surprised? Maybe even shocked?
Facebook, Twitter, Snapchat, YouTube, and Instagram have built their business empires on the backs of their users. Most social media users are never paid for the content they post. Then, social media companies repurpose that content and make billions of dollars a year in advertising. It's a total racket!
Here's a very straightforward example. You cannot go on Facebook, Twitter, or Instagram and easily download a list of people who like and follow you on social media. Furthermore, you won't be able to download your followers' email addresses, telephone numbers, or physical mailing addresses. That's the information that's of real importance in successfully marketing your event. The social media companies know that!
Facebook Doesn't Work for You, It Works or Its Investors
Direct response marketing legend Dan Kennedy said it best: "Facebook's purpose is to perpetuate Facebook. They are beholden to their shareholders for results, not their users or advertisers." This is lopsided. So, how do you get the better side of this deal? You need to use social media platforms to your advantage.
Here's today's takeaway. To be successful with marketing event, you must move your supporters from social media to your website. That's right - get them OFF social media as quickly as possible! Once you do, you have 100% control over the marketing message and the data.
March's "Event Profit Report" will show you a straightforward strategy to leverage social media to your advantage. It puts you in control! And was used by the client that generated the insane* return on their Facebook investment.
*Insane 3,698% return on ad spend results are most definitely not typical!
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. Click below and dive on in to the 5-Part Social Media Series:
- 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
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