When designing your organization's online strategy for event content, the first thing that will probably come to mind is Facebook.
With 1.1 billion users (including 95% of all college students), Facebook is a natural platform to gravitate towards. Facebook is great for promoting a brand generally, but it doesn't quite hit the mark in a few areas.
Looking at the 'marketing lift' effect Facebook has on events content specifically, it's near the bottom of the pile, generating only 3% of traffic from all marketing efforts.
In short, there's much more low-hanging fruit to go after before tackling Facebook. To read about the 5 reasons why Facebook shouldn't be the end all, be all when promoting your events online, download this resource.