Social media has fundamentally transformed the way we experience events, making them more interactive and dynamic than ever before. Whether you’re organising an exhibition, conference or association congress, it’s crucial to understand how to harness the power of social media.
In a recent episode of the Event Encounters podcast, hosts Tanita Gill, Marketing Manager and Leanne Bladen, Director of Sales and Marketing invited special guest Dot Lung to discuss social media strategies.
Dot is a social media and digital marketing powerhouse globally renowned for her “DRAGON strategy”.
Why does social media matter for events?
Events are no longer limited to the moments when attendees are physically present. Social media extends the event experience, building excitement before, creating buzz during, and maintaining engagement long after the final curtain call.
As Tanita and Leanne note in the latest Eventful Encounters, a recent event they missed left them with intense FOMO – testament to the power of well-crafted social media content. This content doesn’t just highlight the event; it creates a continuous journey that invites participation from a global audience.
Building an effective social media strategy: Three key phases
In the podcast, Dot outlines three essential social media phases for events:
- Pre-event: Build anticipation and awareness. Engage potential attendees with sneak peeks, behind-the-scenes content, and interactive campaigns.
- During the event: Create real-time interaction. Encourage attendees to post using a dedicated hashtag, set up Instagrammable moments and leverage live streams to include virtual participants.
- Post-event: Keep the conversation going. Share highlights, testimonials, and user-generated content (UGC). Maintain that FOMO to drive interest in future events!
Understanding – and expanding – your audience
Social media breaks down geographical barriers, allowing events to reach a broader, more diverse audience. As Dot explains, the power of platforms like Facebook, Instagram, LinkedIn, and TikTok lies in their ability to attract the right people. Understanding where your target audience spends their time is crucial.
Once upon a time at Eastside, we thought our audience was on Instagram since we have so many gorgeous pictures of our venue to share! However, we’ve found the majority are Facebook users, so we focus much of our time there.
And, as Dot tells us, Facebook actually remains the largest and most-used platform globally despite what many think.
Authenticity over trends
“Your vibe attracts your tribe” emphasises Dot.
While it’s tempting to jump on the latest social media trends, true success lies in authenticity. Trends can homogenise content, making it hard to stand out. Instead, brands should focus on storytelling that reflects their unique voice.
Stay true to your mission, values, and style to build a loyal, engaged community.
Dot Lung’s DRAGON(S) formula for better social media marketing
Dot’s DRAGON(S) formula offers a comprehensive guide to creating effective social media strategies:
D (Dialogue): Have conversations online that resonate with your audience.
R (Relatability): Create content that connects emotionally and encourages sharing.
A (Authenticity): Stay true to your brand’s identity.
G (Giving Value): Offer meaningful content that helps your audience – beyond promotions or giveaways.
O (Opinion): Don’t shy away from sharing your perspective. It attracts like-minded individuals.
N (Niche): Know your target audience and solve their specific problems.
The ultimate goal? S (Serve and Scale): By genuinely serving your audience, you not only foster trust but also drive sustainable growth.
The podcast wraps up with practical tips for engaging event attendees. From encouraging UGC and leveraging live polls to creating resource hubs on social media, Dot explains that every interaction should add value.
Think of your platforms as essential tools in your attendee’s journey, helping them navigate and enrich their experience. By focusing on authenticity, strategic engagement, and continuous dialogue, event professionals can turn FOMO into lasting loyalty and excitement.
To hear more about crafting social media strategies generally and for events, tune in to the full episode of Eventful Encounters here.
