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Using Facebook Events To Promote Upcoming Events

What is a Facebook Event?

A Facebook Event is a way for users to promote an upcoming event such as a webinar, teleseminar, convention, party or other social gathering.

You can leverage Facebook events to actively connect with your fans by engaging them in conversation through that event. For example, if you are an SEO specialist, you can create a live event such as a teleseminar where you commit to answering the most common SEO problems and challenges typically faced by your fans. This type of event is a fantastic opportunity that allows you to increase your brand’s authority, stand out from the crowd, and learn more about the problems, needs and challenges faced by your fans so that you can solve problems for them.

When you create an event, it remains on Facebook long after the actual event has ended. Facebook Events allows you to stay in touch with those that attended by posting pictures and videos of the event. In addition, you can also post updates recapping the event.

By encouraging attendees to post their own pictures, videos and comments about the event, you are keeping your brand top of mind with your fans.

Adding the Event To Your Page

Follow the steps below to add the event app to your Page:

  1. Click the Edit Page button at the top of your Facebook Page.
  2. Choose Update Page Info in the drop-down menu.
  3. Along the top of the navigation links, choose More.
  4. Click the Apps link in the drop-down menu to see all the apps you have available on your Facebook Page.
  5. When you find the events app, click the Edit Settings link. A pop-up box appears.
  6. Click the Add Link next to the tab available text, and then click the Okay button. A pop-up box disappears, and you now have the event app showing where all of your apps appear on your timeline. You might have to collapse your apps to see all of them, but it is there.
  7. Click on the app and create your event.

Planning Your Event

If you want your event to be successful, you need to start by developing a meaningful strategy for it.

When creating an event, the first thing you must determine is the type of event you are going to create. Is it a webinar, teleseminar, in-store event? Will it be offline or online?

Next, you need to decide what goal you are looking to accomplish with the event. What is the purpose of the event? When you know the goal of the event, all of the decisions you make regarding the event will be in furtherance of that goal. Generally speaking, the purpose of most events is to increase brand awareness and reconnect with your fans, your customers, and potential customers.

Next, you need to come up with a relevant name for the event. Use descriptive keywords that will clearly identify what the event is about, including whether it is an online or offline event.

How To Create an Event

To create an Event on Facebook, go to your Page and follow these steps:

  1. Click the Event, Milestone+ link in the publisher.
  2. Click on Event
  3. In the window that pops up, fill in the following details about the event:
  • Name: This is the name of your event. As mentioned earlier, use descriptive keywords that clearly describe the event. This is because Facebook events are indexed by the search engines, and this could get you additional traffic. Note that non-Facebook members that want to attend the event will have to sign up to become members, so make sure you provide an alternative way for those people who don’t want to become members to contact you.
  • Details: Details of the event are really important. Start by describing what your event is all about in a way that makes it compelling to the audience you are targeting for the event. Make sure you describe the value people can get by signing up for your event. In addition, make it very clear how people can join your event. For example, if your event is a webinar and you need people to go to a particular website to sign up, include the link to the website and tell people exactly what they need to do to sign up
  • Where: This is where the event will be held. You can say its online, or enter the actual location where the event will be held.
    Tickets: If there’s no tickets involved, you can skip this, but, if they do need to buy a ticket, add the URL for the web page where people can buy tickets.
  • When: Enter the date and time of the event. Note that Facebook’s event clock does not show time zones, so, regardless of location, 10 AM Pacific Standard Time in the US will also read as 10 AM Pacific Standard Time for anyone using Facebook, no matter where they are in the world. Use the More Info box to clearly state your event times.
  • Posting capability: You can choose to let anyone or only allow admins to post to the event timeline.
  • Targeting: Facebook allows you to get really specific about the people you want to attend your event. You can get really granular, and target people by location, age, gender, relationship status, language, interests or educational status.

Once you are satisfied, click on Create. When you do so, an update will be published in your News Feed for your fans to see. It appears on your Timeline and the events tab of your page.

Adding a Cover Image

You want your event to be as attractive as possible, so the next thing you should do is add a cover image. This image is the same size as your timeline image, 851 pixels by 315 pixels. Pictures are worth a thousand words, so you want it to look really good. It is recommended that you create an image specifically for the event. When you upload the image, you are able to adjust it to make sure it is well placed.

Promoting Your Facebook Event

If you’re selling tickets to your event, make sure you have a non-Facebook event landing page specifically created for the event, where you can really sell the benefits of attending the event. This is so that people who are unsure about attending are able to click on the event from Facebook to learn all about it. Use all means at your disposal to promote your event, including Facebook ads. This is a status update, so you can use status updates to promote your event. Note however, that if you’re running Facebook ads, that event app will not normally show up on a mobile device.

One great tactic to use when promoting your events on Facebook is, if you have a live event, and it costs a certain amount of money, increasing the price of that event, e.g. every seven days or so, as you move toward the end of promoting, will truly help your sales because there’s going to be scarcity of places available.

E.g. you could say:

May 31st is the last day to save £300. Tomorrow, the price increases, make sure to sign up today.

Using a Facebook Ad: A Facebook ad is one of the most effective ways to promote your ad. You can use a Page Post ad in your News Feed to market your event and drive traffic to your event app. Note that ads for online events do better if you run them 24 hours before the actual event. So you can start running them a few days before the event, but concentrate your ads on running the very day of the event. For example, say you’re having a webinar that starts at 4 pm. You can set your ad to start running Tuesday morning, and stop the ad at approximately 3.45 pm. Since Facebook will try to spend all of your budget, they will run your ad in as many places as possible.

Inviting People: You can invite your friends to your event by clicking on the “Invite Friends” button at the top right of the event page. Note that you’ll have to join your event to see the “Invite Friends” button. Once you click on the button, a popup window will appear that allows you to select the friends you want to invite to the event. Those friends will get a notification by email that they’ve been invited. You can also invite people by email. Note that if you invite people who are not Facebook members, they will have to sign up to be able to RSVP to the event.

Note that Facebook allows you to invite an unlimited number of attendees to an event in increments of 100, with no more than 300 outstanding invitations at a time.

In addition, make sure to support your attendees. When people post on your event app, they can post comments, if you allow them to post on the app. This is great because, if they are considering signing up but have questions, you want to make sure you join the conversation to answer any questions they might have.

Engaging After The Event

If you’ve had a successful event, you can use Facebook events to extend the value of that event. Post a transcript in your Notes so that everyone can check it out. Acknowledge everyone who attended by sending a thank you note to them, and a “Sorry you couldn’t make it this time” note to those people who missed it. If the event was offline, be sure to take plenty of photos of the event, tagging them with the attendee’s name and sharing them.

About Andre Hospidales

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