Social Media

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/

The Algorithm Tightens

Facebook announces yet another change to its News Feed algorithm this month—one that further limits organic reach for Pages. Brand managers, content creators, and publishers are seeing the writing on the wall: if you don’t pay, fewer people see your content.

According to Facebook, this update is about improving user experience by showing more relevant posts from friends and fewer promotional posts from Pages. But for anyone running a digital content strategy, this is a critical inflection point. What was once free distribution is now shifting into a pay-to-play environment.

The Real Numbers

Organic reach for business pages is reportedly dropping below 2% for many brands (EdgeRank Checker, 2014). That means if you have 10,000 followers, fewer than 200 people are likely to see your post unless it’s sponsored.

Facebook justifies the move by citing user feedback and engagement metrics: people are interacting more with friend content and less with “overly promotional” page posts. While that data may be valid, it creates a major strategic shift for marketers, nonprofits, and publishers alike.

What This Means for Content Creators

This is not just a platform update—it’s a content marketing crisis for those who relied on Facebook’s free distribution. Businesses now face two choices:

1. Invest in paid distribution
2. Radically change their content strategy

If your content isn’t sparking high engagement organically, Facebook is telling you loud and clear: you’re not relevant to the audience—or you’re not paying enough.

Digital Ethos Perspective

We’ve warned our readers that these platforms are privately-owned ecosystems, not public utilities. When you don’t own the platform, you don’t control the distribution. Facebook can—and will—change the rules.

At Digital Ethos, we never told people to chase likes or followers. We focused on value and clarity. We pushed for content rooted in Factics—information grounded in real data and backed by actionable strategy. That type of content survives platform shifts because it educates. It doesn’t just entertain.

We are not surprised by this move, because we never believed in a single-channel strategy. The brands who succeed will be the ones who understand multi-platform visibility and use their content to teach, guide, and empower audiences—not trick algorithms.

Strategy: Teachers NOT Speakers

This is where our Teachers NOT Speakers philosophy makes the difference. You’re not here to push content—you’re here to offer something useful.
This moment should push you to ask:
– Am I creating content that helps my audience solve a problem?
– Do I share insights backed by data, or just post what’s trending?
– If Facebook shuts off reach entirely, would my audience seek me out somewhere else?

Educators build trust. Speakers build ego. Choose wisely.

How to Pivot Your Strategy

To adapt in this evolving Facebook environment, start here:

– Boost only your best content — Don’t waste money. Promote what’s already engaging.
– Use video and visual storytelling — Native video is still favored in the feed.
– Move your audience to owned platforms — Build your email list. Drive them to your blog.
– Diversify your presence — LinkedIn, Twitter, YouTube, and Instagram deserve attention.
– Focus on comments and shares — Engagement is your currency now.

The Takeaway

Facebook is no longer a free megaphone. But it’s still one of the most powerful digital venues—if used wisely. You either treat it like a media platform and pay to play, or you shift your model toward value-based engagement.

Don’t create for the algorithm. Create for the audience. And give them something they’ll remember, apply, or share.

References

– EdgeRank Checker. (2014). Organic Reach is Declining Rapidly. https://edgerankchecker.com/blog/organic-reach-study-2014
– Facebook Newsroom. (2014, June). News Feed FYI: Cleaning Up News Feed Spam. https://newsroom.fb.com/news/2014/06/news-feed-fyi-cleaning-up-news-feed-spam/
– Puglisi, B. (2013–2014). Digital Ethos Blog Archives. https://www.digitalethos.org

The Publishing Shift Begins

LinkedIn is expanding its long-form publishing feature, and it’s quickly transforming from a résumé repository into a full-fledged content platform. What began as a digital networking tool is now becoming a hub for thought leadership, career storytelling, and professional commentary.

Professionals—from CEOs to educators—are starting to use the feature to share what they know, how they think, and what they’re passionate about. LinkedIn is no longer just a digital business card—it’s evolving into a professional publishing engine.

Data and Impact

Early performance metrics are already showing that LinkedIn posts from influencers like Richard Branson and Arianna Huffington attract hundreds of thousands of views and shares (LinkedIn, 2014). But this isn’t just about celebrity effect—everyday professionals are seeing measurable results.

Posts that follow certain patterns—such as list-based titles, questions, or how-to formats—are performing better. Longer content around 1,500–2,000 words is being shared more often. This signals that personal branding is no longer passive; it’s becoming a consistent, strategic publishing habit.

Strategy Shift: Demonstrating Value Over Describing It

Instead of telling people you’re strategic, analytical, or visionary, you can now show it through your content. LinkedIn is giving users a space to publish real insights—case studies, trend analysis, opinions, and original strategies—that speak louder than buzzwords on a résumé.

Recruiters and business leaders are no longer relying solely on traditional credentials. They’re reading thought pieces. They’re watching how professionals frame problems, explain solutions, and articulate value. This content is becoming the new credential.

Factics in Action

This shift directly reflects the Factics philosophy: combine factual content or data with actionable strategy. The professionals who stand out on LinkedIn right now are the ones who:

1. Repurpose their blog content and tailor it to LinkedIn’s tone
2. Share personal stories or client case studies with clear takeaways
3. Offer frameworks, checklists, or tips that readers can implement
4. Include charts or visuals that enhance clarity
5. Prompt discussion with calls-to-action at the end of posts

The formula is simple: don’t just say what you think—explain what works and how you got there.

Teachers NOT Speakers: Building a Personal Brand by Educating

At Digital Ethos, we’ve been promoting a different mindset for years. We tell people: you don’t need to be a “speaker”—you need to be a teacher. What matters is that you educate, inform, and elevate others through what you share.

That’s exactly what we’re seeing emerge on LinkedIn. The most successful posts don’t brag—they teach. They walk people through challenges. They share failures. They offer perspective. The end goal is always the same: give the reader something they can use.

Digital Ethos Position: From Résumé to Reputation

Publishing is no longer just for bloggers. On LinkedIn, it’s how professionals demonstrate their competence. The résumé might open the door, but the content builds your reputation.

At Digital Ethos, this is exactly the kind of evolution we expect. Content that reflects both what you know and how you think. It’s aligned with our Factics framework: value rooted in data, made actionable through real-world tactics.

We’re also watching how platforms like Empire Avenue—despite their gamified design—are shaping how people understand online influence. It teaches that digital presence has measurable impact. That mindset is now translating into how professionals treat LinkedIn. They don’t just log in—they show up with substance.

Digital Ethos has never been about volume. It’s about value—helping people make sense of the overload by giving them real insight, not just more noise.

And we don’t encourage people to “go viral.” We encourage them to teach. That’s how authority is built—not just audience.

The Takeaway

Right now, we’re witnessing the beginning of a major shift in how professionals grow their visibility and credibility. Publishing content on LinkedIn is already changing the way people network, market, and hire.

Those who choose to teach instead of pitch are building reputations rooted in value—and they’re going to lead the next era of influence.

References

– LinkedIn. (2014, May). The LinkedIn Publishing Platform. https://www.linkedin.com/pulse/linkedin-publishing-platform-2014
– Empire Avenue. (2014). Digital Influence Market. https://web.archive.org/web/20140501000000*/empireavenue.com
– Puglisi, B. (2013–2014). Digital Ethos Blog Archives. https://www.digitalethos.org

If 2013 has taught us anything so far, it’s this: short-form video isn’t just a fad — it’s a phenomenon.

Vine, the 6-second looping video platform acquired by Twitter, has gone from quirky novelty to cultural movement. With over 40 million users as of this month, it’s now clear that brands and creators are learning to tell stories faster — and often, better.

Welcome to the new attention economy, where 6 seconds may be all you get.

🎥 The Vine Effect

Since its launch in January, Vine has:
– Jump-started a new generation of creators
– Pushed brands to experiment with real-time, bite-sized storytelling
– Blurred the lines between art, comedy, and advertising

From Dunkin’ Donuts’ stop-motion coffee loops to Lowes’ “Fix in Six” DIY hacks, businesses are finding that short, visual, and clever beats long and polished in many contexts.

And as of this summer, Vine is being used in real-time social campaigns, integrated into tweets, hashtags, and live events. It’s not just content — it’s conversation.

⏳ Why 6 Seconds Work

1. Mobile-native — Vine was built for mobile. It fits the way we scroll, swipe, and snack on content.
2. Creativity through constraint — With only 6 seconds, creators are forced to be bold, clever, and efficient. It’s the video version of a tweet — and it’s working.
3. Looping = engagement — Unlike traditional video, Vine loops indefinitely, increasing watch time and encouraging creative timing tricks.
4. Perfect for the second screen — Vine content pairs well with real-time events, especially when used in live tweeting or trending hashtags.

💡 Implications for Marketers

– You don’t need a film crew — Authenticity trumps production value. A smartphone and a clever idea go further than a $5,000 shoot.
– Experiment with series and themes — Recurring Vine content (like a weekly tip or behind-the-scenes moment) builds anticipation and engagement.
– Cross-post to maximize reach — Share your Vines on Twitter, Facebook, and even embed them on your blog. Vine is a native Twitter product, but its power grows when integrated across channels.
– Monitor your metrics — Track revines, comments, and loops. The conversation around your content matters as much as the view count.

📉 Instagram Video: The 15-Second Challenge

In June, Instagram launched its own video feature — offering 15-second clips with filters, stabilization, and audio control.

The battle lines are clear:
– Vine = raw, fast, and looping
– Instagram = polished, flexible, and curated

Marketers will need to decide which platform better aligns with their message and audience — or embrace both with tailored content strategies.

🧭 Final Thought

Vine is redefining how we think about storytelling. It challenges us to get to the point, to be interesting immediately, and to create share-worthy moments in just seconds.

Whether you’re in PR, social strategy, or content marketing, one truth is becoming unavoidable:
👉 If you can’t hook someone in 6 seconds… you may never get them at all.

Sources:
– Vine Blog, August 2013 User Milestone
– Twitter @VineApp announcements
– AdWeek, TechCrunch, Social Media Examiner
– Case studies: Dunkin’, Lowe’s, Oreo, GE