How can you use research to maximize social media impact on event attendance?

2 Choose the right platforms and formats

Not all social media platforms are created equal. Each one has its own strengths, weaknesses, and best practices. Research can help you decide which platforms and formats are most suitable for your event and your audience. You can use secondary data, such as industry reports, benchmarks, and case studies, to compare the performance and features of different platforms. You can also use primary data, such as experiments, tests, and analytics, to measure the effectiveness and reach of different formats, such as videos, images, stories, or live streams.

3 Create a content calendar

Planning ahead is key for a successful social media campaign. Research can help you create a content calendar that aligns with your event objectives, timeline, and budget. You can use research to identify the optimal frequency, timing, and tone of your posts, as well as the keywords, hashtags, and calls to action that will boost your visibility and engagement. You can also use research to generate ideas for relevant, valuable, and entertaining content that will attract and retain your audience's attention.

4 Monitor and adjust your strategy

Research is not a one-time activity. You need to monitor and adjust your strategy throughout your event cycle. Research can help you track and evaluate the performance and impact of your social media posts, using metrics such as impressions, clicks, shares, comments, likes, and conversions. You can use tools such as dashboards, reports, and feedback forms to collect and visualize data about your social media activities. You can also use research to identify and respond to any issues, opportunities, or trends that may arise during your event.

5 Learn from your results

After your event is over, research can help you learn from your results and improve your future social media campaigns. Research can help you measure the return on investment (ROI) of your social media efforts, using indicators such as revenue, attendance, satisfaction, loyalty, and referrals. You can use methods such as surveys, interviews, testimonials, or reviews to gather and analyze data about your event outcomes and feedback. You can also use research to compare your results with your goals, competitors, and industry standards, and identify your strengths, weaknesses, and areas for improvement.