SOCIAL MEDIA: CHALLENGE OR OPPORTUNITY - Written by Silvia & Rasmus

Source: https://wearesparks.com/blog/6-social-media-pitfalls-avoid-events/

To make your events successful is not an easy task.You want to provide your attendees an unique experience that they will remember for a long time.Digital marketing has been a trend for a while and event organizers have made the most out of it. Social media is a very powerful tool promoting your event and communicating with your delegates. You are able to share information and provide updates very fast. But, what are the pitfalls of using social media?

Chloe Raison mentions in her article six different social media traps you should avoid. We are all aware that the usage rate for social media is booming and that is why event planners are eager to use this tool.

Source of photo: http://workmates.in/how-to-grow-your-business-using-social-media/

Choosing the wrong Channel

Raison highlights in her article that you have to think carefully about what kind of channels you are going to use. Since each event is unique you have to study and plan well ahead  what is the most appropriate social media channel for you. To  avoid choosing the wrong channel you have to have good understanding of who is your audience.

Weak Wifi and not responsive platform

You have to make sure that your wifi connection in the venue works well since attendees take it for  granted. If you fail to do it your attendees will be certainly upset: Since most of attendees are using their mobile devices  your graphics, website and content have to be responsive. In my opinion it is very frustrating, if the event organizer has not taken this account. 

Human friendly communication

You always should keep in mind that your post on social media have to be human-oriented . They should attract attention and be authentic. Attendees do not want to receive messages that sound like that they are made by robots. Keep in mind that attendees seek connection and rapport.

Avoid spamming

Since it is so easy and so fast to post on social media you might be tempted to share information right away  with your delegates. You should of course share the newest updates but no spam.  Your social media communication should have a conversational tone and it should provide all the relevant information to your delegates. But be smart and think always ahead what you want to achieve with your post.

Be active in live chatter

Event organizers seek for publicity. You want that your delegates share their thoughts and opinions on social media. So make sure that you have effective follow up about what their are posting and answer their comments.

Have a crisis plan

You should always have a crisis plan. Bad news can spread very fast online and you have to make sure that you know how to handle this kind of situations. As we all know everything has two sides: positive and negative. By having a crisis plan you will be able to avoid or at least minimize the consequences.

Choe Raison points out very important aspects in her article. I would like to add to this list another crucial point.You should have a dedicated team especially for social media marketing. Experience has taught me that if you let a person without previous experience take care of  social media campaigns the consequences can be disastrous. Spend time choosing the right people and remember to provide them decent amount of education!