“Social media is essentially a powerhouse to reach new audiences and to help you build your community,” saidSara Fellows,Group Director of Communications at mdg, a guest on this week’s Grow Your Show Marketing Playbook
In episode 10, our co-hostsInforma ConnectSenior Director of Marketing for Food Service ExhibitionsCaitlin RodgersandmdgVP of Marketing & StrategyEmily Goldingshare insights on the importance of organic social media for event marketing, including strategies for content creation, community building, and leveraging digital creators to expand reach and engagement.
Here are highlights from their conversation.
Why Organic Social Media Matters
Fellows emphasizes that social media is no longer just a platform for sharing updates; it’s a powerful tool for community building and audience expansion. With the evolution of platforms like TikTok, content is now delivered based on user interests rather than just follower counts. This shift presents a golden opportunity for event organizers to connect with potential attendees who may not yet be familiar with their events.
Content Creation for Engagement
One key takeaway from the discussion is the importance of creating engaging content that resonates with your audience. Fellows highlights the success of series-based content, like the “Crack the Case” series for the Society of Breast Imaging, which encourages community interaction and keeps audiences coming back for more.
Golding adds that it’s crucial to adapt to the changing expectations of audiences who now seek the kind of episodic, entertaining content they once received from television. This shift means prioritizing video content that captures attention and drives conversation.
Another avenue for growth mentioned is collaboration with digital content creators. By partnering with these creators, event organizers can tap into new audiences and build trust through authentic endorsements.
“Working with digital content creators helps you to get discovered by people who hadn’t been following you already,” said Fellows.
The Future of Social Media in Events
As we wrap up, it’s clear that the importance of social media in driving attendee acquisition is only going to grow. Fellows reminds us that social media should be viewed as an essential touchpoint within your marketing strategy, requiring authenticity and consistency.
“Social media is only going to become even more important. We’re only on the precipice of how important it is to driving attendee acquisition,” said Fellows.
If you’re interested in delving deeper into how to effectively manage your social media strategies and enhance community engagement, tune into the full episode.
