Social media isn’t just for vacation pics and cat memes anymore. If you’re running an event or conference, ignoring those platforms is almost like forgetting to put up signs so people can find your building. For most events now, a solid social media presence keeps things buzzing—long before the doors even open.
So, what actually makes social media click for events? How do organizers, speakers, and even attendees get so much out of plugging into these platforms? Let’s look at the steps that matter, the bits that work, and the challenges that pop up along the way.
Planning the Social Media Strategy
Running a decent social media campaign for your event starts months before anyone lines up for a badge. You don’t need to know all the latest tricks to get started, but having clear goals helps a lot. Are you hoping to sell tickets, boost visibility, or build up a community? If you skip this question, it’ll show later.
Knowing your audience helps too. Are you talking to university students or to senior executives? Each group scrolls different feeds, clicks different links, and cares about different updates. The sooner you figure this out, the more your posts will make sense to the people you actually want to reach.
Choosing the Right Platforms
There’s no shortage of social networks out there. LinkedIn is the go-to for B2B and professional events. Facebook has those local interest groups and easy event tools. Instagram’s big on images and “stories,” so it’s handy for giving a real-time look behind the scenes. Then there’s TikTok if your content is more video-focused.
Where you show up depends on where your people hang out. If your crowd is on Twitter, focus there. If most would rather watch than read, don’t be afraid to push hard on Instagram or TikTok. Jumping onto every platform is overwhelming and rarely useful. Pick two or three that fit your event and stick with them.
Creating Engaging Content
Events used to tease with glossy brochures and bland emails. Now it’s about quick, punchy content that feels real. Photos, short videos, guest speaker shoutouts, polls—stuff that people can see, click, and maybe even share.
Before the event, you might post sneak peeks or fun behind-the-scenes clips. During the event, livestream or upload short videos of panels, workshops, or just people mingling. Afterward, focus on photos of the best moments and stories from participants. The goal is to help even someone who missed the event feel included, or at least a bit curious about next year.
People like content that feels personal. Instead of a boring speaker bio, maybe shoot a 20-second video asking them a quirky question. Attendees are more likely to engage with posts that feel relaxed or unexpected.
Building a Pre-Event Buzz
A good event starts online before anyone sets foot in the room. Start by announcing your speakers in creative ways, like short video teasers or fun Q&As. Countdowns help too—something about knowing there’s only a week left gets people to finally click “Register.”
Event hashtags help tie everything together. They should be short, easy to remember, and not too broad. Once you settle on a hashtag, make sure it’s on every post, email, and website banner. Ask speakers and attendees to use it when sharing their own updates.
Promotions can help too. Early bird discount codes that you release on Facebook or Instagram stories encourage people to watch your feeds closely. Some events even run small contests or giveaways for retweets or shares, rewarding followers for helping spread the word.
Engaging During the Event
Once the doors open, your social media shouldn’t take a break. Live updates pull in people who can’t attend. Try live-tweeting a panel or streaming quick interviews with guests. On Instagram or Facebook Stories, post real-time snapshots of what’s happening.
Encourage attendees to post their own updates and use your hashtag. This can be as simple as setting up a “selfie wall” or photo booth with event branding. Sometimes organizers leave reminders on screens or handouts, prompting people to share what they’re seeing.
Panels run long and sessions get packed—so give people an outlet. Run simple polls or take questions from your social feeds. This invites those watching from afar to join in, and helps everyone feel involved.
Post-Event Strategies
The excitement doesn’t stop after closing remarks. Now it’s about sharing all the highlights. Recap posts, video snippets, and photo albums keep the conversation rolling. Tag attendees and speakers, which increases the chance they’ll share your posts.
If you had a pro photographer at the event, upload an album and let people tag themselves. This creates a personal connection, turning attendees into mini-ambassadors for your next event.
Don’t forget the feedback. A simple social post linking to a quick survey is more likely to get attention than a bland email. Testimonials from speakers or attendees—especially in short video or quote formats—add credibility for next time.
It’s also a good time to mention networking opportunities tied to your subject. Maybe you’re interested in industry-specific places, like a cool new bar that popped up at the airport. If so, check out the Airport Wine Bar for future post-event meetups. Sometimes, the right location keeps the connections going after your event ends.
Measuring Success and Analytics
If you can’t measure it, it’s just noise. Look at clear data like how many people registered through social links, how many new followers you gained, and overall engagement—likes, shares, comments, clicks.
Social platforms have built-in tools. For serious events, external tools like Hootsuite, Buffer, or Sprout Social help pull your numbers into one dashboard. Simple spreadsheets work, too, if you only have a handful of metrics you really care about.
Track things like post reach (how many people saw it), engagement rate (how many interacted), and hashtag usage. Watching these numbers over multiple events can help you figure out what to do more (or less) of next time.
Addressing Challenges and Best Practices
Things rarely run perfectly. Sometimes, you’ll run into trolls or negative feedback. Have a short, polite response ready so you’re not scrambling if it happens. If someone posts something inappropriate, most platforms let you moderate or hide comments pretty quickly.
Keeping up with regular posting gets tricky in the middle of an event. It helps to schedule key posts ahead of time, but don’t forget to leave room for real-time updates and attendee shoutouts.
One best practice is assigning a small team (or a few trusted volunteers) to handle your feeds during the event. This spreads out the work and keeps things lively. Double check your major hashtags to make sure they aren’t being used for something unrelated.
Also, check image rights before posting. People like to be tagged, but not everyone wants their picture public. If in doubt, ask before posting.
Conclusion
Social media makes conferences and events seem less like rigid ceremonies and more like active, friendly communities. If you listen to your audience and stay authentic, you give people reasons to join in—before, during, and after your event.
You don’t need an agency or a viral meme to make it work. Just a clear plan, some good content, and the patience to stick with it. Even as platforms and trends shift, a steady social media strategy will keep your events relevant and welcoming. And really, that’s what keeps people coming back year after year.