Using Social Media to promote your event – without the hardshell

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Social media (Facebook, Twitter, YouTube, FourSquare etc) has a lot in common with events. Both are about connecting a community of people with common interests. One in the real world and one in the virtual world.

It is therefore an obvious step to make social media a central part in the promotion of your event. But how to go about it?

Every social media campaign needs to have a strong strategy with some key, measurable objectives.

For most events the objectives will involve increasing awareness of the event and encouraging ticket sales. But other secondary objectives can include announcements (new acts or speakers) or answering questions leading up-to and during the event are just as important.

The first thing to do is select which Social Media tools best suit your event and your target audience. Just because Facebook is the biggest network doesn’t mean that it is necessarily the place that your most passionate target audience are most active. If your target is ‘foodies’ and ‘wine buffs’, then you may find that they are most engaged on social networks such as or

Once you have discovered where your target audience is most active you need to set-up a profile that represents your brand and then start engaging with this community. Depending on the way the particular social network works, engaging may involve starting or joining groups, starting conversations, asking questions, sharing images, voicing an opinion, running a competition etc.

Notice I didn’t mention ‘Promote the event’, or ‘sell tickets’ in my list?

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