Why You Are Failing At Social Media
Getting your social media marketing on track is a must-have as an event manager. If you aren’t engaging effectively with your potential audience you are missing out on opportunities for both filling your floor and for generating business growth.
Forget what you heard, because here’s where you’re going wrong.
1. You’re mimicking people outside of the industry
Your business is in events, right? So why are you crafting your social media campaign to mimic that of a ‘wellness blogger’?
If you’re in the working in the world of events, then you’ve got no business posting snaps on Instagram of your laptop with a coffee in front of the beach titled ‘Today’s office #partyatthepalace #21sleeps #getexcited’, no matter how many relevant hashtags you use.
Stop doing what everyone is doing and start studying the marketing campaigns of the best event promoters and party spots in the game worldwide. Look at posts.
2. You’re not up to date
Social media marketing techniques are constantly evolving. What worked well for you or someone else a year ago may well be outdated by now.
If you’re posting whenever you feel an idea pop into your head, then you’re doing it wrong. Find peak times for your user base and hold off on the post until then. Don’t post exactly the same info twice on two different platforms at once – unless it’s huge news. Tweak content so that your Twitter announcement is slightly different from your Facebook event announcement.
3. You’re following advice from a self-appointed ‘Guru’
Here’s the thing about gurus, influencers, ninjas and gods: they’re just names made up by people to describe themselves. If they’re actually killing it in their field, chances are you would’ve heard about it already.
Anyone can call themselves a guru. If someone is truly an expert in their field then they really have nothing to gain from calling themselves any number of silly names. People seek you out and call you a guru, not the other way around.
4. Your posts aren’t content rich
Whatever platform you’re using, if you’re not getting likes, shares and comments then your posts just aren’t doing what they’re supposed to.
If you’re spamming your audience with #way #too #many #overused #stupid #hashtags, rubbish clips taken from someone’s phone at a concert, or putting up the same event flyer up over and over again, they are not going to be received well.
You need your posts to be content rich: try not only pictures, but videos, sound clips and links, switch up the voicing and avoid (perceived) repetition at all costs.
4. You’re only marketing through Facebook
Facebook, like Google is always changing how their marketing algorithm works.
This means that if you have a relatively small audience then, unless you are paying, your posts will only reach approximately 10% of your followers. With extra likes, shares and comments, this increases, but you will need to increase the quality of your posts – or encourage your audience to share, like and tag friends for the chance to win comped tickets – to do so. Check out fb’s targeting capabilities here.
Not only this, but Facebook use for a younger audience is becoming less preferential than other social media platforms. They still have it, but they are spending an increasing amount of time elsewhere.
Reach a greater audience by reducing your efforts on Facebook and instead pumping them into platforms like Instagram, Snapchat, Vine, YouTube, and Twitter.
5. You’re not analyzing your social media insights
Always, always, always: track your figures. The only way you will know how successful each social media campaign you launch is if your keep tabs on your numbers.
Set quantifiable goals for each specific campaign. Do you want to bring in 100 followers this week? Get 20 ticket sales through a Snapchat code to enter on your website? Set reasonable goals. You should have data from previous campaigns to help in setting them, or at least have some idea of the effectiveness based on prior experience.
If you’re not quite sure where to start, check out some of the big player’s social media accounts to see what actionable posts they’ve put up recently.
For each post, track your click-through, sales, % of audience reached, new followers gained, etc. Keeping logs of this will let you know which techniques work best for you.
6. You don’t keep tabs on the competition
Strike three. If you don’t know what you’re up against, then you don’t know how to beat them. It’s not enough to check out your competitors pages every now and then, you need to constantly be keeping tabs on how their campaigns and doing and how they’re managing to build their audience.