The article is about an event marketing and how to use social media for that purpose. This topic got my interest because in tourism industry the marketing is important. Also, the text teaches about different social media networks and which kind on marketing fits to them. I found the text useful because when marketing the main thing is to know your customers and know how they behavior. The text supports my own learning goals by opening the differences between different social media platforms and how I can use them later in working life to understand customers.
Getting to know networks
The article is divided into three parts. In first section they talk about different social media networks and how to find the optimal platform for your marketing plan. They have a great three question-tools to help reader to find the right networks for your purpose:
- Does this network make sense for the content I want to produce?
- Do your potential attendees spend time there?
- Does it make sense for me?
These three questions really help you to create the right platforms for your event. For example, if your content is focused on pictures then Instagram is good platform to use. The second question makes you think of your customers and who are they – can you classify them into compartments? This helps you to clarify which platforms your customers usually uses. For example, Instagram is most used by millennial women and LinkedIn is professional networking platform. The third question is there to make you feel confident about your network choice, if you don’t feel familiar with the platform, think about whether another platform would be better for you.
In the text they highlight the importance of your profile. Profile is the first thing that the possible customer sees, and the first impression is everything when making an overall impression of your profile. They guide which kind of biography is good and talks about the importance of profile picture.
Marketing promotion
The second section is about how to make your content interesting and how to engage potential attendees. The key is a create a relationship with customers by posting useful and inspiring content among promotion content. They give inspirational examples of what kind of posts you can use when making a promotional post and when making a relevant post.
They also give some guidance about the length and posting time in each social media platform. It is important to learn your analytics to know when your customers are online. To catch your audience’s attention the key is to incorporate pictures to your posts and they also suggest to do some live streams.
The third section tells how to measure your impact and drive more sales. The only way to know if your content has made any impact is to tracking performance. They give few great strategies to track the impact of your posts on ticket sales.
Conclusion
In overall I personally think this guide is so helpful to anyone who is creating an event. I believe that all this information boosts my studies in this course Customer Experience Management in Tourism and I think might help me in my future career when I am making some marketing.
