Home' micenet eMag : micenet AUSTRALIA August September 2014 Contents The second wave of social media is here. The first wave was
like whiplash; it was quick, a shock, and for many - a pain
in the neck. Most people’s reaction was to run out and join
everything, to learn and connect with the rest of the world.
I have seen companies take control of their social media in all
sorts of ways, so rather than listing all the things you can do on
social media for your event, here are some things to avoid:
1. Allowing everyone to be in charge -
including the intern!
Like anything, if you don’t put someone in charge of it, it just won’t
get done properly. Your dedicated social media person or team
needs to know the lingo (both of your brand and the language
employed by each social media channel). Think about the impact
of giving the job of talking to your clients and prospects to the
person who has the least amount of knowledge of your brand, is
2. Letting the cat out of the bag
Even when it was your creative idea, your team has worked all
through the night and you’ve saved the client from a disaster, we
still can’t take ownership of the event and ‘leak’ information and
content about our clients’ gigs before they do. There have been
some instances when this has occurred, and it is not pretty. Don’t
release information on social media that could be used as a great
public relations piece because once it’s gone out it is no longer
hot news. Let traditional media (like micenet) break the story and
leverage from there. You’ll get more valuable exposure.
3. Selling rather than telling stories
One of the major trends of social media is storytelling. Great
engagement comes from sharing your brand promise or event
offering through a narrative, not ‘selling’ to your audience. A
relatable story line on why the audience needs your products
and services is 50 times more effective in increasing your sales.
So don’t obsess about ROI as the end goal of social media.
4. Turning your channels on and off
For some social media is mainly seen as a supporting sales tool,
therefore, when the sales cycle wraps up, the social media stops.
Then, when the team is ready to start planning for the next event,
the social media channel is reignited. This is not the way to keep
your community engaged and interested. It is much harder to
‘turn on’ a social media channel than to keep it going. In addition,
if you maintain a consistent flow of content your audience won’t
think you are only after the sale and, as a result, you will derive
continued value and connection the whole year through.
5. Not listening
The other side of managing social media that doesn’t get the
attention it deserves is what we call ‘listening’ to social media.
This is where you research your followers to find out what they
are watching, saying and listening to. Knowing and
understanding your audience is important and this will give you
an excellent feel for their likes and dislikes, helping you write
great content that engages with them.
6. Leaving off your social media links on
Unleash the potential already inside your organisation. Consider
for a moment how many emails, EDMs, e-newsletters and
invoices are sent out each day from your company? How many
hits on your website or event app? Are your social media
channels consistently promoted across all your channels? Your
social media links should be visible on most things your
company sends out.
7. The Scatter Gun Approach
Social media is another tool in our communications box of tricks.
Just like your marketing and PR, it needs a strategic plan behind
it to communicate the brand, point of difference, tone of voice
and personality of your event or company. Your strategic plan
should include a content schedule to ensure the right messages
are communicated at the appropriate time by the most suitable
channel. This will ensure a targeted approach and avoid turning
your audience off by bombarding them with too much
Felicity Zadro is the founder and managing director of Zadro
Communications. She can be contacted on email – felicity@
zadrocommunications.com.au or on (02) 9212 7867.
Felicity Zadro gives her top seven things to avoid
in social media for events.
FELICITY ZADRO, ZADRO
Links Archive micenet AUSTRALIA October November 2014 micenet AUSTRALIA June July 2014 Navigation Previous Page Next Page