The New Rules of Event Promotion

Have you ever heard the expression: “The medium is the message”?

It’s a phrase coined by Marshall McLuhan, author of Understanding Media: The Extensions of Man, and means that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived.

In today’s world that medium is social media.

With the incredible integration of social media into our daily lives, getting your message out there is easy, but how do you make sure your message is having the most impact?

Remember, social media is a visual medium.

Words are visual, no doubt, but pictures and video offer countless more creative and impactful ways to promote your event with social media.

Not only can photos and video be used to build anticipation of your event, but they can also be used to share your event in real-time.

In this post we’ll explore 3 ways on how to promote your event with social media.

Tag Your Speakers on Facebook

AllFacebook reports that photos are the most “liked” piece of content on Facebook. Photos account for an average of 50 percent more impressions than any other post type, as well as 22 percent more interactions.

Not only should you post photos to promote your event, but you should also tag your speakers or notable attendees.

This will allow your post to get in front of:

  • The friends of those who like your photo
  • The friends of the speaker(s) or attendee(s) who you’ve tagged in the photo

Create an Event Trailer

Seth Godin famously said “communication is the transfer of emotions.” And there’s no better medium that creates an authentic personal connection than video.

Make a promotional trailer about your event and post it on YouTube. You could include clips from previous events or highlight the event’s speakers.

An event trailer builds more excitement and anticipation with your audience than any other piece of promotion material.

In fact, using video in your email marketing is known to increase open and click-through rates by 2-5 times.

As an example, HubSpot’s Inbound 2012 trailer did a great job of using existing footage to create movie-like trailer of their conference.

#Hastag Your Event

A hashtag is the # symbol that is used to mark keywords or topics in a Tweet. It was created as a way to categorize messages.

It’s a fantastic way to gauge the pulse of your attendees by allowing you to organize comments, photos and video posted by your audience.

While it is highly encouraged that you have a hashtag dedicated to your event, don’t forget to promote the hashtag prior to the event as well.

For example, when you’re tweeting the video of your event trailer be sure to include your hashtag.

After the event, you can use a tool called Storify to create a story out of the posts generated with the hashtag. Here’s a great example from SalesForce.