The Social Media Sandwich: Promoting Your Food (or Other) Event on Social MediaSeptember 24, 2015
What does food have to do with your social media planning? Besides being a serial food photographer on Instagram whenever you go out for dinner, you might be planning a food event that needs promotion on social media. Chances are you’ll turn to Facebook, Twitter, and other social outlets to advertise it and to get people amped up for your event.
But how, exactly, do you do that?
For every food dish, there are various ways to cook it. However, not every dish ends up tasting the same. In the same way, your event and social media success depends on a solid recipe.
In an attempt to create a recipe that’ll yield exceptional results for your social media success, our Zoomph team has studied and experimented with diverse social media tools and ingredients. What we’ve come up with is a recipe that we’ve dubbed “The Social Media Sandwich.”
Though your event may have nothing to do with food, through the lens of a foodie, The Social Media Sandwich model is always relevant.
The Social Media Sandwich Recipe
For your event by building a promotion strategy. Select your audience and seek the social media channels that they populate.
Your promotion efforts into bite-sized and varied advertisements across two or more social media outlets to reach a wider, more diverse audience. In the weeks leading up to your event, promote, promote, promote!
Tip 1: Remember that each social media platform has its own flare. LinkedIn, for example, is commonly a breakfast, brunch or early-evening item, prepared for the business folks who sign into the site while on break, or before and after work. Facebook, on the other hand, is best served casually at lunch hours near the middle or end of the week.
#DYK: 80% of the U.S. population is in the Eastern Time Zone and Central Time Zone, according to CoSchedule. By following these time schedules, you can reach your biggest audience.
Through all of your social activity regularly. Your efforts from Step 2 will go stale if you don’t pay attention to all your channels and update them consistently. Having a social media editorial calendar will help you and your team keep your channels in order.
Remember, lagging behind with updates on one social channel and staying current with another shows inconsistency and disorder.
The excitement by engaging your audience. Invite questions about the event and answer them. Start a unique event hashtag. Receive criticisms with grace, fix them, and turn them around into opportunities. This will help you build goodwill with your audiences.
Share, retweet, repost any comments made by excited fans and followers about your event. This organic enthusiasm is powerful and will serve as a great complement to the posts off your company account. Remember to also encourage your team members to learn all the details of the event, talk about the event with friends and family, and promote it through their personal accounts.
#DYK: Employee advocates can reach an audience 10 times larger than what your brand reaches, and 92% of people trust individuals whom they know versus only 14% of people who trust advertising, according to a study by Social Chorus.
Your social infrastructure. Check, double check, and triple check that your social properties are running correctly and are looking their best on the day of your event. Also keep in mind that if you’re going to ask people to participate in your event via social media, you must ensure that you have enough bandwidth to support that amount of activity.
For its 2015 commencement, the University of Delaware used the Zoomph platform to push real-time content aligned with the hashtag #UDGrad2015 onto custom displays.
A social-sharing space at your venue. This is your time to be creative! One inexpensive, ingenious idea is to post hashtag stickers at frequented places, like the bathroom (on the mirrors), to encourage your attendees to keep posting about your event.
Charging stations are also great investments – they’re bound to keep the cell phone and social media juices flowing!
Tip 2: Worried about what’ll pop up on the big screen if you broadcast real-time, user-generated content at your event? Don’t fret! There are ways to moderate your content. Zoomph offers an in-built feature that automatically screens profane words or pictures, and allows an organization to edit the list manually at any point of the event.
Hootsuite, Tweetdeck, and other social media tools to the mix! By scheduling posts or prescribing “thank you” notes (amid other kind messages) on these applications, you can stay involved in the social chatter even when things get busy at your event. Of course, you’ll want to do your own personal live tweeting as well. Automated posts should serve as complements, not as crutches.
A heartfelt thank you to your attendees. Show your gratitude and continue growing a relationship with your supporters by sending them thank you notes (you can use applications like MailChimp or HubSpot. Note that pictures or other memorabilia from the event may be great, personal additions to your letters.
The post-event energy with an event summary or reflection on your company blog. Include pictures or “key takeaways” to improve your blog’s shareability.
10. Wrap up
The leftover data from your event and take a final look at how well you performed. Track, analyze, and learn from the social media data that you collected. What were the top words, mentions, and hashtags? What kinds of people were in your real and virtual audiences?
Tip 3: Zoomph provides an extensive big-picture snapshot of your event’s success, including a list of “top influencers” (the people who guided the conversation around your event) and Author Cards. Using Author Cards, you can see which TV shows, restaurants, celebrities, and brands your supporters like. The goal is to better understand and engage in conversations with your audience. Or, going back to Step 8, you can utilize this tool to send personalized gifts to your event attendees based on their interests.