Whether it is a trade fair, an opening, a conference or an in-store event, social networks are the most effective way to spread the word, engage attendees and extend the impact well after the doors close. Provided they are managed with a plan, before, during and after.
In this guide we look at how to promote and cover an event on social media, which platforms and formats to use, and how to measure results.
Why social media is decisive for an event
- Visibility: reach a large, targeted audience quickly.
- Attendance: make registrations, reminders and word of mouth easier.
- Real-time engagement: live streams, stories and comments open the event to those who cannot attend.
- Reusable content: photos, videos and talks become material for weeks of communication.
- Leads: people who register or engage are potential customers to nurture over time.
Before the event: build anticipation
- Set goals and audience: registrations, attendance, brand visibility, business contacts.
- Create the event on platforms that support it (such as Facebook and LinkedIn events) and a landing page for registrations.
- Choose a hashtag that is short and recognisable, and use it everywhere.
- Plan a content sequence: announcement, programme, speakers or guests, sneak peeks, countdown.
- Involve speakers, partners and guests so they share the event with their own communities.
- Use paid campaigns targeted by location, interests or job role if you need to extend reach.
- Send reminders to registrants by email or SMS in the days before.
During the event: report in real time
- Live video of the key moments for those not attending;
- stories and short videos with behind-the-scenes footage, quick interviews and highlights;
- quotes and photos from the most interesting talks;
- invite sharing: ask attendees to post with the hashtag and tag the brand;
- quick replies to comments and questions.
It pays to have someone dedicated to social media during the event: improvising from the stage or the stand rarely works.
After the event: extend the impact
- Thank attendees, speakers and partners;
- publish a recap with photos, videos and the most significant content;
- reuse content in the following weeks: video clips, articles, newsletters;
- follow up with registrants with materials, recordings and an invitation to the next step;
- collect feedback to improve the next edition.
Which platform for which event
| Platform | Best for |
|---|---|
| Highly visual events, retail, consumer, lifestyle | |
| Local events, communities, adult audiences, paid promotion | |
| Conferences, B2B fairs, webinars, professional events | |
| TikTok | Young audiences, dynamic and creative content |
| YouTube | Live streams and full recordings of talks and conferences |
How to measure results
- Registrations and attendance generated by social media;
- reach and views of content, including live streams;
- engagement and hashtag use;
- leads collected and business opportunities arising from the event.
FAQ
How far in advance should I promote an event?
It depends on the event: a few weeks are enough for a local event, while for a trade fair or conference it is best to start one or two months ahead.
Are paid campaigns necessary?
Not always, but they help a lot to reach new people and concentrate visibility on the key days.
Should I involve influencers?
Yes, if their audience matches the event’s target.
Have an event to promote?
E-Business Consulting manages social media for events: content planning, Facebook and Instagram and LinkedIn campaigns, real-time coverage and drive to store activities to bring people on site, as part of a social media marketing strategy. To plan communication over time, read also The optimal digital editorial plan. Get in touch with us about your next event.
