Social Media Best Practices for Meeting Planners

By Corrine Turke, April 2, 2019

In 2019, organizations across the board, from non-profit to high-tech, will undoubtedly  continue their focus on hosting meetings and conventions. In-person events are still the most effective means to gather like-minded individuals to rally around a mission, share knowledge, and build strong networks. However, event professionals are under even more pressure to deliver unforgettable experiences, whether planning large, annual conventions or smaller, niche meetings. In addition to education, information and networking prospects, attendees also expect unique activities and venues, wellness opportunities and destination-specific cultural elements.

Social media is a key aspect, and one of the most efficient and effective ways to elevate attendee experience at events of all sizes. Unfortunately, the multiple platforms available to event planners may seem intimidating to some, especially if not fully aware of all the tremendous tools readily available. Any meeting planner has the ability to develop a strategic social media plan to nurture audiences, while working to improve the attendee experience through digital conversation.

Fortunately, any meeting planner can utilize social media to foster healthy attendance, while ensuring those participating are engaged and excited throughout the event, especially during key moments. Follow these fundamental best practices of social media for event planning before, during and after your event:

Before The Meeting

Understanding and mastering the tools various social media platforms offer to market an event are strong ways to reach a wider audience and achieve the organization’s goals. In search of a large audience of young attendees? Hope to convince more East Coast members to take a trip out West? With a defined plan and the precise social media tactics, meeting planners are able to achieve and exceed the specific event’s goals.

As the meeting date approaches, be sure to amplify the event’s presence on social media through both organic and targeted paid content. Reach out to key voices and ambassadors in the organization, and encourage those with influential reach to post about the meeting on their social media accounts to help spread the word through their personal and professional networks.

While organic content is important to help build an event’s social media presence (don’t forget that event hashtag!), paid social media is the best way to reach a specific audience. Facebook, Instagram and LinkedIn offer sophisticated targeting options to select the exact sets of eyes you require to ensure the event is well-attended. These options can share content based on the profession, industry, interests, demographics and more of your audience. Serve well-designed advertisements to showcase a taste of what your event has to offer, to drive more views to the conference registration page and help boost attendance numbers.

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