BEST PRACTICE
Your guide to THE MOST POPULAR SOCIAL MEDIA PLATFORMS And how to choose & use them
Feeling pressure to create a TikTok account because ‘everybody else is’? Knowing which social media platforms to use isn’t always obvious – until you look at the data. This is why we’ve created this easy-to-understand breakdown of what each of the most popular social media platforms has to offer.
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ccording to Webex Events, nearly 40% of event planners state that social media exposure is a key metric of event success, and 58% of marketers use social media to promote before, during and after the event. This makes sense when you consider how ingrained social media is in most people’s lives – and very likely your target audience’s too. (But take a look at our infographic to make sure this is the case!) And as more of our lives move into the digital realm, it seems wrong to not ensure your brand is there too. There is lots to think about when promoting your events, venues and services on social
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media. But here are some of the most important things:
#1
WHICH ONE/S?
The first key decision is which social media channels, and how many? First, identify where your target audience is most strongly represented, so you don’t waste time and energy talking to the wrong people. Next, pick one or two to start with. You can test adding more, one at a time, later. This allows you to perfect your delivery. If you are using multiple social media profiles, remember to have a consistent brand identity across all of them. This doesn’t necessarily mean you need to post the same
content, just that it must be clear that they all ‘speak’ the same brand message.
#2
WHY?
#3
WHAT?
It’s also critical that you set goals and objectives for what you hope to achieve on each platform. These can include things such as: grow your brand awareness, attract new followers, sell more event tickets, engage with your attendees, and so forth. As always, make these goals SMART (specific, measurable, achievable, realistic and timespecific). So instead of a goal to ‘sell more tickets’, you could say ‘sell 50 tickets through my Facebook event listing within the next three months’. This way, you will know with certainty whether you reached your goal or not. This knowledge will help guide you when creating your next SMART goal.
Ah, yes, the big question. Here, there are so many possibilities – but always bring it back to your goal (e.g. to sell more tickets), your brand (the tone of voice and