Close to half the world’s population (more than 3 billion people) are on some type of social media. These platforms have changed the way people engage with each other both personally and professionally. So, it’s easy to see why businesses, particularly places that host private events, are using these online tools to amp up their marketing strategy and reach new audiences.

You may wonder which social channels event coordinators are using to improve their digital marketing strategy, increase awareness of their private events program, and bring in new clients. In this white paper, we break down the five most popular platforms, and how event pros are using them to increase their client base and grow their bottom line.

Why Social Media Is Crucial for Your Events BusinessA Gather White Paper

Source: Survey conducted by Gather

FacebookFacebook is arguably the most popular social media platform for event managers. So, how can

you set up your Facebook profile for success? Start by making sure your business’ Facebook page

looks flawless. That means adding an eye-catching profile photo and cover photo (we suggest using

a high-quality photo from a past event that showcases your space), and filling out any information

you want clients and prospects to know, like your phone number, website, parking details, email

address, and a little bit of information about your space.

How many times should you be posting on your Facebook profile a day? According to Hubspot, it depends on your number of followers. If you have less than 10,000, it’s

recommended to post 1 or fewer times per day. If you have more than 10,000, 1-2 times a day

is ideal. And it’s wise to mix up the topics of your posts. Include third-party content that you

think your audience would enjoy reading so fans and followers know you’re not just there to self-

promote. You could even host “like and share” competitions to increase followers. Of course,

if people post on your profile or send your company a Facebook message, respond to them as

quickly as you can.

Another pro tipDon’t be afraid to try Facebook

advertising. Facebook allows you to

advertise your space to a very targeted

audience for a small budget (Facebook

advertising costs on average, $0.27 per

click). For example, if you’re a wedding

venue, you can target engaged couples

within a certain mile radius from

your space. Who’s Doing Facebook Right?

Dover Hall

TwitterWith only 280 characters allowed in each

Twitter post, you have to be direct and to the

point when it comes to engaging with your

audience. It’s usually good to post current news

around the event industry and photos of your

space on Twitter. Tweets that include videos

or photos are preferred, as they typically see

higher engagement than just text posts.

How often should you tweet to your audience?

Try starting with around 5-7 posts per day and

then look at your results. This may seem like a

lot, but once you start getting used to posting

this much, it’ll come naturally. If you don’t

have time every day to post on Twitter, use a

social media scheduling tool, like Hootsuite, to

schedule posts days or weeks in advance.

Twitter also provides a great opportunity

to jump into conversations and engage

with prospective clients and other similar

companies. You can simply search hashtags that

are relevant to your industry, like #weddings,

#eventprofs or #Atlantaevents, and respond

to people who are talking about these topics.

It can help increase awareness for your event

space and solidify your brand’s reputation.

Who’s Doing Twitter Right?

Bell’s Brewery

54% of clients we surveyed said they use paid social ads to promote their events business.

– Gather

By the Numbers

LinkedInLinkedIn is a secret sales weapon — if you know how to use it properly. Unlike Facebook or

Instagram, LinkedIn is mainly focused on building professional relationships. It’s a great network to

find new leads and reach out to them. If you’re not directly connected to them, you can use InMail,

LinkedIn’s private messaging service that allows you to contact individuals directly, even if you

don’t have a mutual connection in common. This is a lot more effective than just sending an

email — 3 times more effective. How often should you be posting on LinkedIn? Twice a week

is recommended.

An added benefit that LinkedIn provides to event pros are groups. What better way to grow in

your events career than to swap ideas and expertise with other professionals in your field? While

you can’t join a LinkedIn group using your company page, you can contribute to a discussion or

group via your personal profile. Groups are a great way to build trust and create awareness for

your company. Once you do that, you can invite other event pros to follow your company page for

regular updates.

77% of clients we surveyed said their venue has a presence on 3 or more social media platforms.

– Gather

By the Numbers

Who’s Doing LinkedIn Right?

Barteca Restaurant Group

InstagramAs an event pro, you likely spend a lot of your

time managing picture-perfect soirees. From

visually appealing weddings to corporate

parties to offsite catering, Instagram is an

ideal marketing platform to promote events

programs. What sets Instagram apart from

other social media channels? Not only is it

solely focused on photos and videos, but it’s

mobile-based and it’s used by over 500 million

people every day.

Your Instagram profile is a chance for you

to give a little personality to your brand and

engage with younger generations. After all,

over 60% of all Instagram users are aged 18-

24. Have professional photos of your event

space or photos from past events you want to

share with prospects? Now is the time. Don’t

forget to add in any relevant hashtags to your

photos — it’s a great way to alert others of

your event space and potentially garner new

followers. Try to post one Instagram photo a

day if possible.

A unique aspect of Instagram is the rising

trend of using social influencers in your digital

marketing strategy. Some spaces that host

events (particularly restaurants) are partnering

with Instagram influencers to raise awareness

for their brand. It’s a win-win for both

restaurants and influencers.

The most common platform for restaurant advertising in 2018 is social media and it’s leveraged by 63% of restaurateurs.

– Toast

By the Numbers

Who’s Doing Instagram Right?

Black Tap Craft Burgers & Beer

Learn more at gatherhere.com

PinterestPinterest is another social media platform that

is purely visual. Pinterest benefits businesses

that host private events, especially weddings.

According to AdWeek, 40 million people

incorporate Pinterest into their wedding

planning each year. It’s a great avenue to reach

brides-to-be, as well as individuals looking to

plan events. Re-pinning other people’s posts or

posting your own pins about 5 times a day

is suggested.

So, how does it work? You create boards

dedicated to showing off your event space.

How you organize them is up to you. A few

options to get you started: you can organize

boards by types of events you host in your

space (like weddings or birthdays) or by season,

so your guest can visualize what your venue

looks like throughout the year.

Now you can start uploading your own photos.

Every pin is linked to a URL, so make sure your

pins link back to your website or blog. This will

help you reach a whole new audience and allow

you to discover emerging trends in the private

events industry.

Who’s Doing Pinterest Right?

Cooper’s Hawk Winery