If you are planning a client appreciation event, social media tools can offer a way to not only organize your event, but also add some “hype.”
“The concept of social media is based on ‘inbound marketing’,” says Sara Gilbert, founder of Strategist in Montreal. “You want to get people interested in what you have to say. So, instead of pushing products and services and your business to them, you have to pull them in to your business.”
This approach only works, however, if you use social media consistently and regularly.
If you are already active on LinkedIn or Twitter, for example, planning your event using these channels can allow you to piggyback your event upon your burgeoning online reputation.
With that in mind, Gilbert offers the following advice on how you can use social media to plan your next client event:
> Set up an event page
An important step in using social media to plan your client event is to create a “static” space to which clients or prospects can be directed to initially, and that they can easily return to later.
This step is important, given the walls that exist in social media platforms, Gilbert says.
For example, on Facebook, your event might not show up in some clients’ news feeds immediately because of various settings they might have on their accounts.
Gilbert recommends that you create an event page in Facebook, which will act as a hub that you and your guests will be able to return to for information and updates about the event.
> Over prepare
As the old saying goes: once is not enough. If you want to build excitement around your next client event on social media, you should post about it at least two or three times prior to the event.
Gilbert says that approach holds true for most social media channels, particularly Facebook and LinkedIn. If you choose to publicize your event via Twitter, you should consider doubling that number because the information on Twitter has a much shorter shelf life.
> Send custom invitations
If you want to fill 50 or 100 spots at your event, consider distributing a series of personalized invitations, rather than a mass “shotgun” mailing.
This doesn’t mean you need to spend hours crafting a lengthy message to each invitee.
Just as in other forms of digital communication, such as email, your invitation should be short and to the point. Your goal is simply to strengthen your relationship by extending a personal note of invitation.
As well, inviting guests directly will likely provide a higher response rate, Gilbert says. And personalized messages will ensure that news of your event reaches your targeted audience, in case they missed it in their news feed.
Next: Getting a head start on your next event