The Pulse of Local: Why Social Still Matters
Live, local events—whether concerts, community fundraisers, or business expos—thrive on word of mouth. That “mouth” is now digital. Social media isn’t just part of the event marketing mix—it is the mix.
Smart marketers organize their promotion strategy around where their audience already lives: on Facebook, Twitter, Instagram, and newer tools like Foursquare/Swarm. This isn’t just about filling seats; it’s about activating experiences, building engagement, and extending the event’s reach before, during, and after.
The Facts: How Social Media Drives Event Visibility
Several studies and surveys make clear the critical role social platforms play in driving local event attendance:
– Facebook: With over 1.3 billion users, its Events feature allows hosts to create digital invites, promote posts, and retarget attendees through custom audiences. A HubSpot report shows that 62% of event marketers consider Facebook their most valuable promotional channel.
– Twitter: The hashtag becomes the digital ticket. Real-time engagement builds buzz, answers questions, and extends the reach beyond the venue. During events, hashtags aggregate user-generated content and create instant feedback loops.
– Instagram: Visual storytelling matters more than ever. Event hosts who encourage attendees to share photos using branded hashtags see a 30–50% lift in engagement during and after events. Short videos and behind-the-scenes posts drive FOMO (Fear of Missing Out).
– Foursquare/Swarm: Though usage is declining, these platforms still provide value through check-ins and hyper-local promotion.
– Email & Eventbrite: Email remains effective, especially when integrated with Facebook ads or used to drive urgency (e.g., “10 tickets left!”). Platforms like Eventbrite offer analytics that sync with Facebook and Twitter, helping marketers track what works.
Targeting Your Audience: It’s Not About Mass, It’s About Match
Local events are not global launches. The goal isn’t to go viral—it’s to be relevant. Geo-targeting ads, local hashtags, and partnerships with nearby influencers or businesses offer far better ROI than trying to reach everyone.
For example:
– Use Facebook’s Power Editor to target by zip code and interests (like “live music” or “nonprofit supporters”).
– On Twitter, search for people using local hashtags and engage before event day.
– On Instagram, geotag posts and stories with the venue—people looking for things to do often search those tags.
This is where Factics comes into play: strategies must be grounded in data (what people are doing) and converted into tactics (what you can do about it).
The Digital Ethos Approach
We’ve said it all along: Don’t just broadcast. Educate. Demonstrate.
The Teachers NOT Speakers approach we bring to every workshop, seminar, and post applies to event promotion, too. We don’t just talk about social media trends—we use them, show them, and break them down. That’s how you turn attendees into loyal followers and fans into advocates.
– Show people why the event matters, not just when it is.
– Give them content they can share that helps them look good (graphics, countdowns, videos).
– Let your attendees help promote—social proof is more powerful than your own flyer.
Strategic Playbook for Local Event Marketing
Here’s a checklist based on what works:
1. Facebook Event Page
– Create early, invite your target audience, and boost the event post to a custom audience.
2. Hashtag Strategy
– Choose a unique, short hashtag and include it in all posts across all platforms.
3. Visual Campaign on Instagram
– Post teaser content leading up to the event and encourage UGC during the event.
4. Geo-Targeted Twitter Engagement
– Use location filters and follow local Twitter users who attend similar events.
5. Email Sequence
– Send a save-the-date, reminder, and last-chance ticket blast.
6. Post-Event Recap Content
– Use photo albums, testimonials, or thank-you videos to extend the event’s impact.
The Bottom Line
Events succeed when people feel connected to them—before they arrive. That connection starts online. Social platforms allow marketers to meet the audience where they are, personalize the experience, and amplify the excitement in real-time.
By focusing on value, authenticity, and strategy, we help communities connect not just with events—but with each other.
References
Eventbrite. (2014). Social Media Event Marketing: Why Facebook and Twitter Dominate. https://www.eventbrite.com/blog/social-media-event-marketing-ds00
HubSpot. (2014). The Science of Event Marketing. https://research.hubspot.com/science-of-event-marketing
Forbes. (2014). Instagram for Event Marketing. https://www.forbes.com/sites/jaysondemers/2014/08/14/instagram-and-event-marketing
Social Media Examiner. (2014). How to Promote Events Using Social Media. https://www.socialmediaexaminer.com/promote-events-with-social-media/
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