12 Killer Quora Answers on Promoting Events Online

Popular Q&A site Quora made cyber security headlines this week. With 300 million monthly users, the portal allows experts to create, edit, and organize information on virtually any conceivable topic. Despite third-party interference, curious minds continue seeking answers in the forum’s catalog of user-generated content. We’ve assembled some of the best tips for event promotion below.

Large libraries of crowdsourced information, ideas, and inspiration exist at our fingertips – tools to help marketing teams better understand why some events flop and others succeed. Rather than reinvent the wheel on event engagement, we’ve turned to twelve Quora experts for firsthand advice on how social media can help.

1. Use Clear, Descriptive Keywords

    Before event promotion can even begin, event planners need to craft an appealing description. Maria Seidman, cofounder of Yapp, suggests answering two questions: Who should attend this event? And what will attendees gain from coming? Next, she says, “Leverage industry keywords throughout your event description and event marketing. People will be searching for these terms and you want your event to come up in search results for all channels.”

    2. Be Socially Active

      “To attract your target audience, whether it be your sponsors, attendees, or clients, effectively,” event app manager Tina Kardys writes, “you must be active on social media. You must post activities, documents, and pictures regarding your event to all social media platforms where your audience is present.”

      Simply asking people what they want out of your event is a great way to build engagement and tailor messaging. Of course, if you use any of this advice, Kardys says, attribute the ideas to your fans. “This will make them feel included and will increase their chances of attending.”

      3. Create an Online Event Page

        “As someone who works in the event industry, creating an actual, ‘physical’ event page online is pretty crucial regardless of the type of event you’re hosting. It gives you a centralized place to direct customers and helps you immensely in Google’s rankings,” Marketing Manager Ben Schwartz advises. How you sort through the “million different services, sites, platforms” available will ultimately depend on the type of event and marketing you plan on doing. Don’t get bogged down, though. It’s crucial that fans have a place to go. Even if your landing page is simple, something is better than nothing.

        4. Select Relevant Networks

          “There are many social media platforms available today, so you have to choose the best platforms for your event,” QuickLead Founder Sushil Sharma writes. “If it is a B2B event, go for LinkedIn and Twitter. For consumer shows, Facebook and Twitter can work. If you are organizing a fashion or kids event, go for Instagram and Facebook.” Whatever you choose, plug in the event details as soon as possible so the momentum can begin building.

          5. Build Exposure Through Keynote Speakers

            Asking featured speakers to spread the word through their own social media accounts is a mutually beneficial and effective promotion strategy, says Marketing Director David Epstein. “This multiples the effects of your outreach,” he says, as event updates get in front of more eyes. Make it easy for your headliners to help, though. Consider overlaying a quote from the keynote on a compelling visual – something that gives fans a taste of the event - -and take the time to ensure images are optimized for each social network.

            6. Use an Event Hashtag for Free Advertising

              “From social media, you get free advertising, and if you do it right, you are advertising to an organically developed audience,” says RiteKit CEO Saul Fleischman. It may seem like a no-brainer, but many groups skip this next important step. Incorporating an event-specific hashtag is one of the best ways to enable people to join the conversation – and maybe even inspire a little FOMO among listeners, too. Plus, since reporting tools give marketing teams access to a wealth of information about the sentiment, devices, and geodata of engaged users, “promoting in social media, and using an event hashtag, is a must.” The general consensus is to choose a hashtag that’s short and sweet, unique and memorable, and include it on each and every event post.

              7. Turn SMS Subscribers Into Nano Influencers

                “In combination with social media marketing, a well utilized text messaging service can be a powerful boost,” Marketing Expert Kristin Smith says. But to encourage subscribers to spread the word about your event, you’ll have to provide some incentive. Ticket discounts, prize drawings, and other rewards for social sharing are all helpful strategies to consider!

                8. Create a Mobile App

                  SnapLion Founder Nikhil Sama suggests using advertising dollars to drive followers to mobile app download, and then engage with fans through less costly push notifications. In the long term, Sama says, “what matters is to be able to retain these acquired customers in a captive fashion and be able to promote upcoming events to them again and again in the future – this time without the advertising spend.”

                  9. Offer Fun Incentives for Social Posts

                    TechJunkie Marketing Consultant Mike Ray has planned and executed events for over 20 years. He suggests encouraging social sharing during the event by offering enjoyable incentives, like “rewarding guests with a free drink for posting on Foursquare or uploading a picture via Instagram, etc.” The sky’s the limit. Have fun with it.

                    10. Keep Attendees Engaged with Live Streaming Displays

                      Don’t just announce your event on social media, says digital signage provider Regan Kokoschke. Incorporate UGC at the event, too. Placing a call to action on a digital display – for example, “tag your photo with the event hashtag” – is a creative way to engage on-site attendees and build online buzz beyond venue walls. Live social walls make it possible to “reach out and reward the attendee directly at the point of sale/influence,” Kokoschke says, which can be particularly helpful in boosting conversions. Plus, captured posts create a bigger marketing database for the brand!

                      Related Read: Kickstart Your Event Engagement

                      11. Keep the Content Flowing

                        “An instrinsic part of how people experience an event is via social media. This means digital marketers have new opportunities to get more out of events,” 3 Minds Digital Founder Moulkin Jain says. “It is not enough anymore to just advertise for the event before it occurs and then leave the crowd to enjoy themselves. Today’s generation demands that the event be covered throughout its duration and continue to give updates after it is over.”

                        As participants share excitement online, these testimonials can become valuable tools for your next event. As Digital Marketing Consultant Moulik Jain says, “Don’t let those nuggets go to waste!” Third-party recommendations lend credibility, and most social users love to see and share their comments online. (When working with social media posts, though, be sure to use something like TwineSocial’s content permissions module to formally request ownership.)

                        12. Create Online Content from Offline Material

                          One of the biggest trends B2B Content Marketing Strategist Brittany Berger observes is the casual integration of online and offline. “You have the opportunity to attract such a larger audience when you work your event into your marketing in both promotional and non-promotional ways. For example, creating content about a past event to promote a current one,” she says. The big takeaway is that live events often power future blog posts, podcasts, newsletter content, webinars, and social media campaigns. So, look behind the scenes. Gather testimonials. Grab video clips and candid snapshots. And get attendees involved online, too!

                          For more ideas on how to activate your audience at sporting events, live concerts and festivals, meetings and conventions, or even retail displays, we invite you to try a free trial and complimentary consultation of TwineSocial today.

                          For more ideas on how to promote shared enthusiasm around an idea, product, or community, check out our solutions gallery. Then, kick off your own success story with a free 7-day trial of TwineSocial. Let us know how we can help!

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