We recently watched a video of Julius Solaris from Event Management Blog speaking about the impact social media has on your events before and after your event occurs, and we wanted to share with you the few tips and tricks we picked up that will help with planning your next event.

Julius Solaris uses the term “Continuous Community” to describe the impact social media plays when planning an event. Before the event occurs the audience can use social media outlets like Twitter to see who is commenting on updates from the event organizers. This gives other attendees the chance to see who is attending the event and the possibilities to connect with them before the event happens. Same is true for after the event occurs; you can use social media to keep in contact with those you connected with.

How do you know what social media outlet to use to promote your event? Well, you first need to identify who your target audience is and what forms of social media they use in order to connect with them. How is this done? If you’re an Event Pro then you know that like others, you are very organized, you have a process for everything from how you sell tickets to how you manage the attendee list and so forth. The key is to use “Process Mapping” to identify where you are able to use social media outlets through your processes and then use a term called “Selection” to decide which media outlets will get you closer to your audience. For example, Event Pros can use analytics to track where purchase of tickets came from. Was it through a hashtag their friends used on Twitter, or a status post on Facebook? Did they read a comment on a blog and click on the website link? Let’s say for example that most ticket sales were tracked through Twitter, then it would be in the event planners best interest to use Twitter as a Social Media platform to promote the event.

From there, you can create a plan. Set up a Twitter account and create a hashtag for the event. In other cases you might want to create an Instagram or Facebook page and start posting updates about the event. This will allow you as the planner to get a feel for what the audience is expecting before the event occurs. For example, are they expecting things like free Wi-Fi, or what are their thoughts on the selected guest speakers? The point here is; that Social Media is a powerful tool that when used properly can tell you exactly what you need to do in order to give the audience what they want and create an event that will not only be a success but something the guests will rave about.

A surprising and shocking stat that Julius and his team came across was that 54% of event planners don’t measure their efforts on social media. How is this even possible? What Event Pros like yourself need to start realizing is that social media has now become a “need” in the event planning process. It is no longer that added “extra touch”. In fact, it is vital in how you connect with your audience and a key factor in forecasting how successful your next event will be.

Bottom line. Never underestimate the power of Social Media!!!

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