According to a joint study by Forbes Advisor and Talker Research, social media has become the primary search platform for younger generations. For your event to succeed, having a strong and active social media presence is no longer optional — it’s essential. Here’s how you can start rethinking your strategy to drive engagement and open the door to higher attendance numbers.
Choose the right channels for your event.
There are numerous social media platforms available; focus on where your audience spends their time. Coin Laundry Association’s (CLA) audience was highly active on TikTok and Instagram, engaging with influencers who were repurposing the association’s content. With mdg’s help, CLA is launching its own TikTok channel and strengthening its presence on Instagram and YouTube to reconnect with its audience, expand its reach and stand out from the competition.
Create content that is relevant and entertaining.
To stay competitive, 70-80% of your video content should focus on educating or entertaining your audience. While staying on top of trends can be time-consuming, it’s essential for creating content that resonates with your viewers. Scour social media and tap into the unique culture and language of your industry to craft compelling (and fun!) messaging that aligns with your target community’s preferred tone and style.
Know how to measure success.
Accurately measuring the impact of your social media efforts is essential for refining your strategy and proving its value. Do you have the right insights to determine if your content is effective? At mdg, we’ve developed custom reporting with ROI measurement to deliver detailed results. This equips event organizers with the data they need to prove to their boards — and any skeptics — that social media is a critical channel.
For our client the American Society of Association Executives, this approach led to:
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- 489% increase in impressions
- 121% increase in engagement
- 121% increase in link clicks
- 789% increase in video views
Connect with the community.
Social media thrives on community, helping brands build loyalty and foster long-term followers who keep coming back. Your social media presence shouldn’t go silent once your event ends — it needs to be active year-round. That’s why ongoing content and a dedicated community manager are essential for answering questions and providing support. After all, what your community says about your event can be more powerful than what you say yourself.
Mastering social media marketing is both an art and a science, and with its growing importance, you can’t afford to miss out on this critical channel. To succeed, you need a team with the expertise to craft the right strategy and drive impactful results.
A version of this article originally appeared in PCMA Convene.
