It’s almost hard to imagine the world before social media. The power of social media not only delivers the news, it creates it and pop culture moments. Despite its awesomeness, social media is rarely an effective marketing tool alone.
Here are three reasons why social media shouldn’t be the only tool you use for marketing your events.
Social media moves fast. If your audience isn’t online within a certain window of time when you publish your post, there’s a good chance they won’t see it. It’s not like an email that waits in your potential attendee’s inbox. Sure you can repeat messages, but you’re still only reaching a small percentage of your audience. Some brands reach only 1% of their Facebook fans organically! Also, social media isn’t known for its high conversion rates compared to email or paid search ads. If you only use social media to market your events, you’re leaving money on the table.
Are we asking you to stop pinning on Pinterest and abandon writing clever 280 character tweets? Never! Sure, your event can go viral, attracting the masses, however, the odds just aren’t in your favor. Social media should instead be viewed as an important complement to your email marketing, SEO and blog articles. Don’t overlook traditional channels such as advertising in print publications and direct mail. After all, the best marketing strategies have multiple elements, increasing its impact. If your event costs potential attendees a pretty penny, it may take multiple touches before they decide to buy a ticket.
Social media is great for building an online community but it’s rented space. If the social network falls by the wayside or out of favor with your audience, you lose the community. If they haven’t registered for your events yet, but like being a part of your online community, how will you contact them in the future? By having an "owned" hub such as a Localist interactive event calendar, you can have the best of both worlds by having social media integration, plus prospective attendees can interact directly with your calendar. That means even if people use Facebook to sign on to interact with your calendar by commenting on your event, you’ll be able to access their personal information such as their name and email address, allowing you to convert them into an attendee down the line.