Facebook is still the most used social platform among every age group, boasting engagement with 58% of the entire population (US). There’s no doubt of Facebook’s enormous influence when it comes to pushing brands, news, events — you name it. It’s time to join the frenzy! Here are 3 proven ways to promote your event on Facebook and get more butts in those seats.
1. Add Social Share Buttons
There’s safety in numbers — and your patrons are influenced by how many people are attending your event, especially if those people are friends. Encourage social sharing by adding social share buttons to your event page. The best real estate for these quick links are the top right of the page, just below the name of the event and before selecting tickets. Check out how Orpheum Theatre is using social sharing.
Notice how Orpheum uses the Facebook “Recommend” button, along with the Tweet and Google+ icons. Since Facebook promotes social sharing, the “Recommend” button will help increase interest in your event. “Like” and “Share” buttons work in this same way, although the ‘Like’ button will not allow users to add their own comment before sharing — it will simply register their like and share that information with their friends. These buttons can all be configured and customized directly from Facebook’s website, and are easy to embed on your event page.
We recommend adding buttons for sharing on Twitter and Facebook on your event page and throughout the purchase process. Adding a “share” button after the patron has completed their purchase is a great way for that patron to become an influencer — once they share your event, the likelihood that it will be shared and liked is higher, which results in more ticket sales for you!
2. Promote Your Event Page
If you have a large Facebook fan base, you may want to create an event on Facebook. In any case, you can use your Facebook wall to share links to your event page. This can boost likes and shares even outside of your fans — Facebook works with shared links to notify users when their friends like or comment on a post, and your post’s visibility will increase as people share and like it.
Unfortunately organic posts on Facebook have significantly lower reach than boosted or promoted posts. With that being said we recommend sponsoring or boosting your posts to increase visibility and engagement. Other options include the ability to create a post sharable within a specific area, for example choosing to promote within a 50 mile radius of your venue or event. Facebook will use this post and only target users within the specific parameters that you set. (For easy instructions on creating a boosted or sponsored Facebook post, make sure to check out our blog about Facebook and Twitter Ads!)
Experiment with your ad copy when creating a boosted post — anything you can do to boost engagement! Asking questions will provoke responses and boost engagement, for example “Have you bought your tickets for X Event?” As you create content associated with your event — a YouTube video, an Instagram post, an interview with the artist — continue to promote these separate pieces of content on Facebook. Again, Facebook encourages sharing between social platforms, and you can easily share posts from your other accounts on your Facebook page.
3. Encourage Attendees to Engage and Share
At our FaceTime Client Conference on November 5th, James Grant from StringCan Interactive shared some powerful advice: Direct the engagement you desire! When it comes to encouraging your audience to engage and share during your event, direct them to engage in the way you want, by visibly posting your event hashtag, social networks and username. A great example of this is how the broadway show Aladdin directed their engagement by promoting their event hashtag (#AladdinBroadway) and displaying their social networks with a unique photo opportunity for their patrons.
If you want to encourage engagement before your event, invite patrons to engage with your event or venue through the appropriate social channels. Create an event hashtag, and start using it with all of your promotional materials and on your own social networks prior to and during your event. Having a live feed of the hashtag on your event page, or at the event itself, will further encourage your audience to engage. (To learn more about controlling engagement at your event, read our post “How to Manage Tweeters, Bright Screens, and Mobile Users at Your Venue”!)
Leave a comment telling us how you’ll use Facebook to promote your event!