There are a lot of things that we consider when we look at promoting a program or service on social media.
- First, we consider the intended audience, which social media platforms are they on, and how we typically reach them. For example, regular patrons are more likely to be reached with flyers, plasmas, posters, staff, etc.
- We consider how many attendees we hope will attend. The more attendees, the more likely we are to add it to social media.
- We look at the conceptualization of the event and if we have existing photos or graphics that are appropriate, engaging, and will catch someone’s eye as they scroll down their newsfeed. If we don’t have an available photo or graphic, we contemplate if we have the time/capacity to produce one.
- The platform that we post on is very important, as we have established branding for each unique platform – the conceptualization of the event also has to be on brand for the particular platform that we are using to reach the intended audience.
- Finally, we consider what else is being promoted on social media. With each additional event we place on social media, we experience a “marginal decrease of returns.” This means that the more we post on social media, the less engagement each post receives. Patrons do not necessarily see the events that could appeal to them when they are overwhelmed by too many options or have to search for an appealing event. The Marketing Team has to be strategic on how many things we promote on social media.