Social Media Promotion For Events

I spend hours on TikTok to identify event trends watching what Gen Z is actually doing. And something massive is shifting in the events space. Young people are swapping out big conferences for hyper-specific interest communities: – Book clubs for international women – Young female professionals meetups – Walking social clubs – Photo walks And the list goes on… The pattern? – Keeping it small – No networking pressure – One very specific shared interest I'm seeing 90% show-up rates for these micro-events on social media vs. not seeing enough young professionals at business events I go to. Why? Because when you're passionate about something specific, you actually want to be there. Smart brands are already catching on offering their spaces and budgets to be where this community lives. This is the current state of professional networking: Connections happen when you connect over shared obsessions, not business objectives. Moving into 2026 event planning, remember this: The most successful events will be stepping into a room where everyone shares your vision, values, or drive. Where the connection comes first and business happens naturally after. How are you rethinking networking in your event design?

I’m advising an event selling tickets for over $7,000. Here’s the event marketing plan I proposed 6 months before event day. The biggest miss event marketers make with paid media is not having a 'frequency' target. This plan is just for paid media. More context: - The event is run by a media business. - Given the price, the average attendee is over 35. - The audience is 500,000 to 1,000,000 followers on each of the following platforms: - LinkedIn - X - Instagram Here are the 3 audiences we built on each platform. With target ad frequency for each. 1. Past attendees - ~10,000 people - Target frequency of 7-10 impressions for 30 days 2. Social Media Followers - Filtered for over age 35 to reduce audience size to approx. 200k - Targeting 3-5 impressions - Given budget, audience penetration will only be about 1/3 of the audience over 30 days (this is our biggest lever to increase spend) 3. Site visitor retargetting - Days 0-7: Hit 7-10 times while intent is hot. - Days 8-30: Ease back to 5-7 touches to stay top-of-mind without fatigue. In total, we have 9 audiences. 3 on each of LinkedIn, X, and Instagram At the 6 month mark, we are keep our spend equal across platforms. As we start to see conversions, we’ll shift budget. Each campaign uses an Accelevents tracking link so that we can easily see traffic and conversions. If you’re marketing a high-priced event, your levers are audience, frequency, and creative. Spray and pray is a waste of budget. How would you modify this paid media plan?

Did you know LinkedIn Event Ads now dynamically change before, during, and after your event? This update extends the life of your content, keeping your audience engaged at every stage. These updates are incredibly useful for marketers looking to make the most of their events, but they’re still flying under the radar for most people. 𝗪𝗵𝗮𝘁 𝗮𝗿𝗲 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? Event Ads are a unique ad format that helps brands drive engagement and attendance for virtual, hybrid, or in-person events. They appear directly in users’ feeds, making it easy to reach your target audience where they’re already active. 𝗪𝗵𝘆 𝗨𝘀𝗲 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? Here are some key benefits: • High Visibility: Event Ads are placed directly in the LinkedIn feed, catching the eye of professionals. • Increased Registrations: Target the right people to maximise event attendance. • Real-Time Engagement: Engage with attendees and build relationships before, during, and after your event. 𝗪𝗵𝗮𝘁 𝗖𝗮𝗻 𝗬𝗼𝘂 𝗗𝗼 𝘄𝗶𝘁𝗵 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? 1. Promote webinars, conferences, and workshops. 2. Target audiences by industry, job title, and more. 3. Please make sure to customise your messaging to resonate with specific groups. 𝗧𝘄𝗼 𝗤𝘂𝗶𝗰𝗸 𝗧𝗶𝗽𝘀 𝗳𝗼𝗿 𝗠𝗮𝘅𝗶𝗺𝗶𝘀𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀: 1. Start Early: Launch your Event Ads 3-4 weeks in advance to allow for testing and optimisation. Early promotion builds anticipation and boosts attendance. 2. Retarget Attendees Post-Event: Create retargeting audiences based on engagement to keep the conversation going, even after your event ends. Leverage these enhancements to get the most out of your LinkedIn events! #LinkedInEventAds #DigitalMarketing #EventMarketing #AudienceEngagement #B2BMarketing #CertifiedMarketingExpert

I’ve been having lots of conversations about LinkedIn for events from organisers wanting to drive visibility and engagement, to exhibitors heading to upcoming tradeshows, and everyone in between. Whether you’re hosting, exhibiting, or attending LinkedIn can help you get more out of every event: ✨ More visibility 🤝 More connections 📈 More business outcomes Yet LinkedIn is often underused in the event space. A one-and-done post. A quick thank you. A flurry of activity... then silence. But here’s the thing: the event isn’t the beginning and it shouldn’t be the end. To get the most value, LinkedIn should be part of your strategy before, during and after the event. Here’s how to make the most of it: 🌠 1. Be LinkedIn Event Ready Your profile and company page shape your first impression often before anyone meets you. They should tell a clear, credible story that aligns with your event involvement. Organiser Tip: Create a LinkedIn Brand Kit for your speakers, exhibitors, and team – banners, hashtags, talking points, and example posts. Exhibitor Tip: Use an event-themed banner to show your stand details or branding. 🌠 2. Build Relationships Before the Event The most valuable connections rarely start cold on event day. The lead-up to the event is prime time to increase visibility, build familiarity, and position yourself as someone worth connecting with or visiting at the stand. Organiser Tip: Spotlight speakers, exhibitors, and sessions early and use tags to amplify. Exhibitor Tip: Shortlist people you want to meet - clients, prospects, collaborators, media and start connecting early. 🌠 3. Maximise the Event Experience Use LinkedIn to take people behind the scenes, amplify moments as they happen, and make your presence visible to those who couldn’t attend. Organiser Tip: Have someone live post from the floor, tagging participants and sharing session soundbites. Exhibitor Tip: Make it easy for people to connect with you it creates immediate pathways to keep the conversation going. 🌠 4. Keep the Momentum Going This is the stage where most people go quiet, but this is when the real relationship-building begins. Use LinkedIn to keep the conversation going. Share your takeaways. Follow up with new connections. Repurpose content into future posts. Organiser Tip: Share a highlight post and set the stage for what’s next even a “Save the Date” works. Exhibitor Tip: Send a personalised follow-up message referencing your chat. 🌟 Key Takeaways LinkedIn is one of the most powerful tools you have to extend your event beyond the room. It allows you to build relationships before the first handshake, stay visible throughout the event and strengthen credibility and connection long after the banners are packed away. And if you'd like support to develop your own LinkedIn event strategy that's more than one and done, I’d love to help. Because showing up is just the beginning. #linkedin #events #eventmarketing

On social media, a spider's tale can quickly spin into a web of chaos—just ask Sephora. Recently, a social media frenzy erupted over claims that Sol de Janeiro's body butter attracted wolf spiders; The news even made it to the The New York Times. The brand had to swiftly deny any spider-enticing magic in their products. Flashback to a French brand I advised last year regarding the overlooked mispronunciation of their brand name by an Indian influencer on Instagram. The social media team brushed it off as a one-time incident, not realizing it would kindle a wildfire. Other influencers picked up the mispronunciation, putting the brand's identity on the line. Here's are a few suggestions to stay safe on social media: ✅ Take Swift Action: Procrastination is the nemesis of crisis management. Addressing a budding crisis quickly is key; prevention trumps firefighting. (But remember every negative comment doesn't warrant a response) ✅✅ Listen Up: Social listening is your superhero power. Invest in tools to catch potential crises early. Spotting red flags is your best defense. ✅✅✅ Train Your Troops: Arm your social media team with crisis management skills. Recognizing when to sound the alarm is as crucial as the response itself. ✅✅✅✅ Brand Guardianship: Overlooking the small stuff jeopardizes your brand identity. Details matter; every oversight impacts brand perception. ✅✅✅✅✅ Transparency = Trust: If you goof up, own it. Transparent communication disarms chaos and rebuilds trust. #crisismanagement #mediatraining Image: Reddit, TMZ

Do you spend time watching live content on #socialmedia? Here's what I learned after hosting 133 live Q&As that accumulated 122.8 million views on the World Health Organization's Facebook, X and LinkedIn accounts: 🎙 It's important to find a way to make viewers your content co-creators by allowing them to ask questions or take part in the conversation directly. It's social media broadcasting, not TV broadcasting. 👩💻 Live features are a useful tool to help an organization bring the human face and personalities behind the brand closer to the followers. 👩⚕️ Live feature is also a great tool when you want to communicate a complex issue that can't fit into 280 characters, to avoid misunderstandings and mitigate misinformation spreading. It allows the subject matter experts to illustrate and humanise complex answers. It's also an opportunity to debunk mis- or disinformation circulating. 🔛 Consistency in the programme, format, speakers is very important to build trust and a regular viewer community. 📈 A success measure should be the quality of engagement, rather than the quantity. We, at WHO, have built a community of regular viewers, which has led to an increased quality of questions that we receive during the live programme. ❗ Don't get into the seat in front of a camera/mic without doing your homework - the prep is key to a successful session. The prep includes: - social media and news analysis on the subject to make your conversation relevant - writing a skeleton of possible conversation, so your guests can prepare - have a prep meeting/chat with your guests. If it's their first time, do a thorough prep session or ran through with question examples and let them practice their answers. - make sure to test the mics ahead of time - make sure to test the connection ahead of time, if your live is done remotely - make sure your guests feel comfortable with the space - explore possibilities to advertise the session in advance ⌚ Do your best to be punctional, so your viewers aren't waiting for too long, if you advertise the session in advance. 🎦 Technology is amazing when it works. But there's always a possibility that something may fail. Don't be afraid to acknowledge it, apologise if needed and improvise. Last Friday, I hosted a live Q&A on #COVID19 with Dr Maria Van Kerkhove - my mic didn't work well. So we shared Maria's mic back and forth, until our colleagues behind the scenes figured out the problem. It wasn't ideal, but the show must go on! (P.S. We tested everything in advance!) Below are a few examples of how we run WHO live sessions, thanks to Chris Black, Mark N. and the team. They have significantly advanced our set up and technology - but their work merits a post on its own! To stream on multiple platforms, we're using Restream - I will also write about that development some time soon. Until then, let me know how you're running social media lives, or give us a feedback on what we can do better.

Too often, events and congresses are treated as standalone activations, disconnected from the larger engagement ecosystem. But in reality, they should be an integral part of a broader, data-driven engagement strategy, seamlessly integrated into systems like Veeva Systems, Salesforce, and omnichannel CRMs. How, you may ask: • If an HCP asks a specific question during a congress panel, that data should trigger tailored content recommendations in the CRM, instead of a generic post-event email. • Ensure that digestible short-form key learnings from live sessions flow into on-demand content libraries, allowing non-attendees to engage later. • A Veeva-integrated chatbot could automatically send relevant whitepapers, webinars, or advisory board invites based on what an HCP engaged with at the event. • A Salesforce-powered HCP journey map could ensure that a congress attendee automatically receives digital touchpoints (e.g., follow-up emails, LinkedIn discussions, or small-group webinars) aligned with their specific interests. • A company using Veeva Vault CRM (or other CRMs) + Events Management + Salesforce Einstein AI (or Copilot) can dynamically adjust post-event outreach strategy based on how an HCP interacted with content at the congress. • Sprinklr + Salesforce CDP for social listening enables Digital Opinion Leaders (DOL) Activation by tracking and analyzing post-event conversations across various social and digital platforms. The key takeaway is that events and congresses should be fully integrated within the CRM, digital engagement, and omnichannel ecosystem—ensuring that every interaction contributes to a seamless, long-term engagement strategy rather than just a single event touchpoint. Check the full episode with Pierre Metrailler at Onomi / SpotMe on demand: https://lnkd.in/dwg7BYiu And if you want to learn more about our expertise at The Palindromic across "Next-Gen CX Strategy" and "Expert Engagement & HCP360 Enablement" - drop me a note at claude.w@thepalindromic.com

I remember very clearly the first time I heard these words: "We need to delete that tweet. Now." Those are scary words no matter if you're 22 in your first social media job (like I was) or a seasoned social media expert. I’ve been in the middle of social media crises before there were PR playbooks for them. Before brands truly understood that what they posted online mattered. Before organizations realized that a single comment could spiral into a full-blown reputational nightmare. 10 years in, I’ve seen it all: 🚨 Viral outrage over a single poorly worded post 🚨 A flood of comments demanding accountability right now 🚨 Internal teams scrambling, unsure of what to say—or whether to say anything at all Here’s what I’ve learned: 1. Silence is a statement. Not saying anything is saying something. And usually, it makes things worse. 2. Deleting doesn’t erase the internet. Screenshots exist. People will notice. The question is: will you acknowledge the mistake and take responsibility? 3. Leadership is tested in moments of crisis. The executives and organizations that handle it best are the ones who have built trust long before they need it. It's made me realize that thoughtful, transparent communication isn’t just a social media best practice—it’s a leadership one. Because the goal isn’t just damage control. It’s long-term credibility. And the leaders who show up with clarity, accountability, and integrity are the ones people trust, when things are calm or chaotic. They’ve built trust. They’ve outlined response protocols. They don’t scramble—they act. How are your leaders building trust now so they can move confidently into a crisis when it happens?

Ever thought of getting the Rolland Garros feel without flying all the way to Paris? I'm not talking VR or AR here. But about a collaboration between Fancode and SonyLIV at the recent French Open. To provide fans with an immersive, digital experience of the event. Gone are the days when live sport meant one camera angle and one commentary. Today fans pinch-zoom, pick their commentator, and vote on polls while the ball is still in the air. SonyLIV brought in the high-quality live coverage of each match. FanCode integrated its interactive technology directly within the SonyLIV platform. So that viewers could now select camera angles, review serve speeds, change commentary languages, and participate in real-time polls. All this without leaving the stream or downloading a separate application. For the viewers, the end result was a seamless, single-screen experience and unprecedented control over how they consumed the event. Here's why it matters: 👉🏼 Viewers stay 25 % longer when they can play along. 👉🏼 Advertisers pay more for clicks than eyeballs. Interactive streams deliver both. 👉🏼 Regional language toggles pull Tier-2 fans who once skipped pay-TV. 👉🏼 The same tech stacks can power cricket, kabaddi, even cooking shows next. A few takeaways for you as a business leader: 🎾 1. Put customers in the driver’s seat. Whether it’s camera angles or checkout steps, the more control they have, the longer they stay. 🎾 2. Borrow strength through partnerships. Don’t reinvent tech. Instead, team up with specialists who are already into it. 🎾 3. Personalise at a fast click. Language toggles, custom views, tailored offers - whatever suits your business. People stick around when the product adapts to them instantly. 🎾 4. Measure interaction, not just attention. Clicks, polls, shares and toggles reveal true engagement. Raw eyeballs are yesterday’s vanity metric. 🎾 5. Prototype fast and iterate faster. Start with small interactive experiments. Then rapid tweaks. Which of these five would you bring into your business? P.S. Every week, I bring to you a #cx trend from India. Repost if this was useful. ♻️ #customerexperience #customercentricity #india

Plot twist: The best ROI from your conference booth isn't from who stops by. It's from who sees it on LinkedIn later. Most brands spend $50K on a booth that 200 people visit. But they forget about the 50,000 who stayed home. That's where I come in. At Transform, I discovered something powerful - a forgotten corner booth could become the talk of LinkedIn. Not with fancy tech. Not with huge giveaways. Just strategic content creation that made people stop scrolling. Instead of hoping people would find them, we brought the booth to their LinkedIn feeds. The shift was instant - from passive presence to active conversations. That's when I knew we'd cracked the code. Since then, I've replicated this at Unleash and SHRM. Each time, the results get better because I've learned what works: ✅ Pre-event content to build buzz ✅ Live coverage that captures FOMO ✅ Post-event series that extends the conversation ✅ Repurposed clips they use for MONTHS Here's what brands don't realize: Your booth visitors aren't your only audience. Those 50,000 HR leaders watching from their desks? They're your audience too. But they're not going to engage with your corporate account's "Stop by booth 401!" post. They WILL engage with authentic content from someone they trust. Someone who's already in their feed. Someone who knows how to tell stories that stick. The math is simple: • Booth alone = 200 conversations • Booth + strategic content partner = 200,000 conversations Your next conference is coming up. You've already paid for the booth. Question is: Will those 3 days turn into 3 months of pipeline? If you want to reach the people who'll never set foot in that convention center, let's talk. I have 2 spots left for Q4 events. 👀 The ROI isn't just immediate - it's content that keeps working long after the booth is packed away. 💖