Tuesday, October 22, 2013

Promoting your event on Facebook

Written by: Ashley Culpepper- Social Media Director, Ranch House Designs

Through working in Social Media every day, I will be the first to brag about power of Facebook when it comes to promoting anything – from businesses, to a cool new t-shirt, and events of all types.
But as with all powerful things (sports cars, jack hammers, guns…) using them properly is important!

Recently I have noticed tons of people creating a "special" Facebook page to promote their upcoming event like cattle sales, clothing sales, and a variety of upcoming community events.

Let me show you what I mean…

My family regularly visits Lake Guntersville, Alabama, home of the 2014 Bassmaster Classic. This weekend I was looking for information on the Bassmaster Classic and here is what I found:
Three separate pages for Bassmaster Classic, but none with what I was looking for – a centralized place full of information on the Bassmaster Classic. The first page was a blank, deactivated page, and the second and third were full of dated posts from past tournaments.

Consolidated vs. Separated... a centralized Facebook page ALWAYS wins!
I can understand why many businesses and operations may think that building a separate Facebook page for their event would be a good thing. It provides a place to share event specific information with your audience. But, at the end of the day, this practice is a big set back for any business wanting to grow their social media presence.

Here’s why: 
The whole point of Facebook is to encourage people to converge in a centralized place for information, to ask questions, to see pictures, to share their thoughts, and to support you as a business. 
When you create a separate page for every event, you fragment your audience, asking them to go to multiple pages in order to learn about your business. And then… after the sale/event/promotion is over… you have not captured those new followers to your central business page. Instead, they are left to follow a “dead” page and wait around to seek out next year’s event – like me looking for the 2014 Bassmaster Classic page (which has yet to be created).

Now, I’m going to step off my soap-box and show you the best practices for promoting events on Facebook.

Create a Facebook event within your page!
I was a former manager for the College of Agriculture at Auburn University, and we used the events feature within our Facebook page extensively.
On the homepage of your Facebook page you will find an EVENTS tab, where you can create events to your heart’s content.

By entering this section you are able to create as many events as you would like! Once you enter your event information, Facebook will create a separate event mini-page, complete with an invite list, newsfeed/message board, places to share photos, and even its own cover photo!

An added perk of choosing to promote your events this way is that all of your current, upcoming and past events are stored in a centralized place, so you and your audience can easily see all the great things you have going on! 

I hope this was helpful, and I wish all of you the best of luck with promoting your next event on Facebook! And of course, if you need any assistant or have any questions, just shoot me an email or give us a call!

Social Media Director and  Account Manager

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