Don’t wait to build audience during your event.
If you want people to engage with your content, first demonstrate interest in them and what they have to say, says Tim Miner, co-organizer and “social media dude” for CreativeMornings Charlotte, a local breakfast speaker series that’s part of an international organization. “Long before we posted [our own content] on Instagram, we were following, reading and engaging with other local cultural creatives on social media,” he says. “This action demonstrated we valued them, and in many cases they reciprocated.” It also helped the group learn the lexicon of Instagram—what kinds of images resonated the most with their audience and effective “shorthand” ways of communicating on the platform, for example.
Do master your hashtag.
Miner says choosing a nonself-serving hashtag (#CharlotteisCreative) for CreativeMornings’ events was strategic. “Social media is about creating dialogue and engaging beyond a single event—it is a two-way conversation,” he notes. “We wanted to promote creative atmosphere and spirit in the community and encourage posting with #CharlotteisCreative anytime people are inspired by creativity. In turn, this creates enthusiasm at our events.” The next time you’re coming up with a hashtag for an event, think about its longevity beyond the actual event, and consider going with one that will extend beyond your target attendees.
A different strategy calls for event-specific hashtags. Establishing and communicating these effectively through signage, announcements and marketing materials allows participants to create a virtual photo album that lives on through Instagram, according to Alessandra Moscucci, former account coordinator at GreenRoom (now Walk West), a digital marketing firm. “When people click the hashtag, they can see all the posted photos related to the event,” she says.