Success on social media is driven by great content. But more than that, it’s driven by a brand’s most active and influential fans engaging with the content constantly and taking it viral in a very short span of time.
For show managers, promotion on social media can be an important means of extending the visibility of their event 365/24/7. But before creating a strategy to promote your brand, it’s important to give careful consideration to the challenges you may run into while implementing a social media marketing campaign. In this post, I would like to highlight the three most commonly encountered challenges with respect to audience engagement, as well as share some time-tested tips on how to counter these challenges successfully.
Challenge #1 – It is not easy to stand out in the crowd
Getting your followers to interact continuously with your content on social media can be, to put it mildly, a difficult and resource intensive task. Even a brand with a strong fan base may not have many fans engage with the brand’s Facebook posts or tweets at any given time.
Challenge #2 – User generated content reigns supreme
Content authored by an active, participatory user community can have a significant impact on the decisions your prospects make. What your users say about your brand on social media invariably has a significant impact on your lead generation and sales activity. But engaging and persuading your current customers to provide testimonials is often difficult.
Challenge #3 – Not all your fans are active on social media
Some of your most enthusiastic supporters may not be active on social media for different reasons. There’s usually no easy way to share the verbal or written appreciation you receive from them with your followers online. Each such instance constitutes a lost promotional opportunity for your marketing team.
Strategies to turn these stumbling blocks into opportunities:
- Share key metrics that focus on how your event helped participating organizations and individuals achieve their objectives.
- Invite your fans and followers to share their attending experience.
- Highlight the hitherto little known or unique aspects of your event.
- Leverage traditional marketing tools such as press releases, newsletters and direct mailers to promote your social media links.
- Show the human side of your team by addressing prevailing social issues or concerns in your posts.
- Join conversations started by other event managers and prominent industry personalities on social media sites.
- Experiment with new ideas and unusual promotional campaigns on a regular basis.
- Instead of plain text, post attention-grabbing multimedia content such as photos, videos, slideshows, audio clips and interactive surveys.