Social Media Tools For Event Marketers

The Best Social Media
Tools for Event Marketers

Contents
Introduction
03
Content publishing & automated

scheduling tools
06
Content creation tools

11
Innovative event promotion tools

16
Effective event advertising tools

22
Influencer and advocate outreach tools

27
At-event engagement tools

34
Powerful reporting and analytics tools

43
The takeaway
47
Eventbrite.com/blog The Best Social Media Tools for Event Marketers Page 2
A presence on Facebook, Twitter, Instagram, or even
Snapchat for your event is no longer just nice to have
its essential.
But as event-goers feeds become more cluttered,
basic social media strategies arent enough to capture
their attention. Social media algorithms have made it
increasingly difficult for brands content to show up in
users feeds, which means your events posts need to
be more engaging than ever for your followers to even
see them. And once your content is seen, if followers
dont engage with it, it can drastically harm your reach
for future posts and event promotions.
Event marketers have to adopt advanced techniques to

attract and engage attendees and theyve become
even more squeezed for time as a result. Thats why
the most savvy event marketers have an arsenal of
advanced social media tools at their disposal.
When we say advanced, we mean tools that help you

save time, making your social media management less
manual and more sophisticated. Were talking about
tools that can help you create more shareable content,
optimize your publishing across platforms, engage
attendees at the event, and most importantly sell
more tickets.
The sheer volume of tools you might choose to invest
in can be overwhelming, which can lead to wasting
precious budget on ineffective tools while passing over
those that could make a serious impact on ticket sales.
While you could employ a full-service social media
management platform, those solutions may be out of
budget and arent customized to the unique needs of
large and complex events.
With this guide, you can identify which technology is

best suited to reach your events specific social media
goals and worth the investment.
Meet the author
Christy Huggins is the senior social media manager at

Eventbrite, where she manages accounts across all social
networks. She investigates and implements new social media
Christy Huggins
Senior Social Media Manager tools each month, and has used many of the tools in this
Eventbrite guide at Eventbrite or in her previous role as the social media
manager for the New England Patriots.
You'll learn:
The best advanced social media tools for your goals and budget
Tech that helps you simplify your content creation and publishing process
How to drive ticket sales and measure performance
On-site tools to improve the attendees' experience
This guide is for...
Event marketers who already have a social media

strategy, and are searching for advanced technology
that will make them more effective and efficient.
Also: marketers who dont need a full-service social
media management platform, but are looking for
sophisticated tools in their price point to take their
existing social media strategy to the next level.
Looking for more basic advice on how to build a social

media strategy for each platform? Check out the
Essential Guide to Social Media for Events..
Tools for: Content publishing & automated scheduling
For event marketers, posting content in real time to each social media
platform isnt always realistic. Not only is it time-intensive, but it can also
lead to an erratic posting cadence. That can seriously hurt how many
followers see your content and how many tickets you sell as a result
since social media platforms are increasingly limiting how much of a
brands content actually gets into followers feeds.
Publishing and scheduling tools help you become more strategic with
your content calendar. These tools allow you to plug in all your content at
once, and schedule content to post over time.
If you have multiple people on your promotional team, this type of social
media tool can also prevent a binge-purge cycle where everyone posts
at once and then no one posts for days. A consistent drip of content is
key to make sure your followers see your posts, so your event can stay
top of feed and top of mind year-round.
There are numerous automated publishing options, but these are our
top picks for events.
The publisher: Buffer
Buffer allows you to manage your Twitter, Facebook, LinkedIn, Instagram,

and Pinterest accounts from one web or mobile dashboard. The platform-
specific scheduling calendar suggests time slots that are optimized
for your audiences activity on each platform, but these times can be
customized if you prefer to post at particular times.
Notable features:
A web browser extension you can install for easy one-click content
sharing right from your browser
Bookmarklets, which allow you to post a quote from a story youre

reading by highlighting text and then hitting add to queue
At-a-glance engagement stats you can easily email to others on your

team to gauge which posts are your star performers
One-click re-buffering so you can reshare content like lineup

announcements or ticket onsales
Flexible team member functionality so you can assign varying levels

of access to each linked account, including the option to require your
approval of all posts (helpful if you have, say, an intern helping with
your social content)
Price: You can use Buffer for free, but large events will want to invest
in paid Business accounts. These include additional options like the
ability to connect large numbers of social accounts (perfect if your team
manages a number of different events), create logins for individual team
members, access richer analytics, and use an RSS feed integration.
Business prices range from $99 to $399 a month.
The recycler: Edgar
Despite their ephemeral nature, events tend to produce a lot of evergreen

content things you can post again and again, without a dated or
repetitive feel. Edgar is a tool that automates the reposting of your
evergreen content (like key event information) across multiple platforms,
to make sure no one misses it.
Want to make sure to post your ticketing link on Facebook twice a week
in the months leading up to your event? Load a handful of posts into
Edgar, and set the schedule to twice a week. Edgar will cycle through
your designated posts until they've all been sent, and then start back at
the top. Want to send a #TBT (throwback Thursday) post every Thursday
highlighting photos from your last event? Create a bunch of #TBT posts
in a content bucket in Edgar, then set the publish schedule to once every
Thursday morning and let Edgar do its thing.
Notable features:
Ability to set expiration dates for content (perfect for time-based

ticket sales), stop and start the feed at will, and reshuffle to bump a
pivotal or time-sensitive item to the top
Ability to organize posts by category (for example, ticketing

promotions, relevant news, or blog content) and set different
publishing times for each bucket of content on each platform
Time-saving features like a browser extension so you can add content

to Edgar right from your site, built-in URL shorteners, and RSS feed
imports.
Price: Edgar costs $49 a month for an unlimited amount of space in the
content library, and supports the trifecta of social bigwigs: Facebook,
Twitter, and LinkedIn.
The overall
manager: Hootsuite
Of all the content publishing tools, Hootsuite is one of the most well
known and widely used. It has over 15 million users to date.1 You can
share to Facebook, Twitter, LinkedIn, and more from a single dashboard.
Hootsuite is a little more robust than Buffer or Edgar, because in
addition to its bulk scheduling functionality, it includes features that let
you engage with your audience. For example, if an attendee tweets you
with a question about your event, you can respond directly within the
Hootsuite dashboard.
Notable features:
Listening and engagement tools so you can respond to posts (like

attendee questions) without leaving your Hootsuite dashboard
In-depth reporting to help you gauge how your content performs

before, during, and after an event
The ability to monitor multiple feeds and multiple users so that you
can, for instance, have your customer service team responding to
event-goer complaints and kudos in real time
Price: Hootsuite starts with a free trial, then has plans available for
$19, $99, or $499 a month, depending on your needs. There is also an
enterprise option available with custom pricing.
Manage your Hootsuite dashboard from inside
PRO Eventbrite
TIPS
Hootsuite is an Eventbrite Spectrum partner, so if youre already an

Eventbrite organizer, you can get a few extra perks from this tool. You
can perform any Hootsuite social function right from your Eventbrite
dashboard, and auto-schedule event invitations as well. Social
metrics via Hootsuite are also integrated right into your Eventbrite
dashboard. Find out more here.
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Tools for: Content creation
Coming up with compelling social content day after day after day can
quickly eat up your marketing teams valuable time, preventing them
from implementing new strategies to drive ticket sales. But especially for
events that only happen once or twice a year, theres no denying that it can
be a challenge to find compelling content to fill your calendar. Its easy to
promote an upcoming event and share live vibes while its happening, but a
large, professional event brand is active on social year-round.
Here are some ways to find and create great content to keep your
audience engaged all year long.
The idea
bookmarker: Feedly
Feedly is a content aggregator that crawls the web for articles relevant to
your interests. You choose a domain related to your event (tech, music,
yoga, fashion, or anything else you can imagine), and which specific
media sources you want to follow.
For instance, if you host a concert or music festival, you would likely
choose the music domain. You could then choose to follow Rolling
Stone, Stereogum, and Billboard, but ignore content from MTV News and
Rap Radar. Then, Feedly pulls the relevant content into one central feed
so you can quickly discover the best pieces to share with your audience.
For a music festival, you could track content about artists in your lineup; if
you run a yoga expo, you could follow health and wellness news.
These tools can be very helpful when youre sharing social media duties
with others on your team. You can bookmark, highlight, or annotate this
content and then send your colleague into Feedly to create the actual
post. You can also create team feeds and team boards to better organize
your social efforts.
Notable features:
A keyword search to get even more specific about what you want to
see, regardless of the source website, from robot technology for
tech conferences to gluten-free news for health expos
The ability to star an article and save it to a board so you can review
it later
A tool that lets you select specific text within an article to highlight, so
you can mark quotes to post later
Price: The basic Feedly platform is free, with Pro ($60 annually) and
Team ($200) upgrades available.
The image
designer: Visage
When youre creating social content to share, images are key. In fact,
Twitter found that posts with images are a third more likely to get
retweeted than posts without. Similarly, Buzzsumo discovered that
Facebook posts with images see 2.3 times more engagement than those
without images.2
Even if youre posting text (like announcing when early bird tickets go
on sale), putting that text on top of an image can improve engagement.
Eye-tracking studies have shown that people pay more attention to text
on an image than on a page.3 But unless you have a dedicated graphic
designer on your staff or some heavy duty photo editing software, it can
be challenging to come up with eye-catching, quality graphics for social.
Visage is a visual content creation platform, perfect for large events

with a strong brand to maintain across all their content. One of the key
features is the ability to customize your brand style guide within the
platform, including custom fonts, brand colors, logos, etc. That way a
designer can create templates with your events branding that marketers
can independently customize and use for years.
Notable features:
Ability to easily overlay text on images, with a healthy selection of

easy-to-use editing tools, colors, and fonts
Ability to create branded templates so you can stay on brand while

quickly and easily creating content
Multi-user access, so your design team can log in to create templates

for the marketing team to use
Access to commercially licensed stock photos, perfect for first-time

events, right from Visage's creation dashboard
Quick social sharing capability right from the tool
Price: The basic payment plan is $50 a month for up to 10 graphics,
then $1 for each additional graphic. If youre going to be mass producing
graphics, you can upgrade to plans from $400-1,500 a month for up to
750 graphics and additional features.
Creative content on the go

PRO
TIPS
For social management on the go, there are apps to help you make
photos, videos, and collages quickly. Here are a handful of options,
all of which are available in the App Store or Google Play.
A Beautiful Mess: Quick, easy, and simple photo editing and

collaging
Camera+: Create professional-looking graphics on your phone

with text and borders
Hyperlapse: An Instagram-specific time-lapse video tool (for an

Android version, try Microsoft Hyperlapse)
iStamp: A quick batch watermarking tool (iPhone only)
Facebook Pages Manager: An app to help you manage your

Facebook pages from a mobile device
Repost for Instagram: Reposts Instagram postings and gives

credit to the original poster
SloPro: For creating slow-motion videos
Snapseed: Googles go-to photo editing tool
Stop Motion Studio: An easy way to create stop-motion

animation
The video
maker: Animoto
By the end of this year, video content is going to represent 74% of all
internet traffic.4 Video also holds peoples attention five times longer than
still images, making it much more effective than simple text or photo
posts.5 At this point, if youre not using video to promote your event,
youre falling behind especially on social media.
There are plenty of video tools on the market, including the ones built
into social media platforms like Facebook and Instagram. But Animoto
is a standalone social media tool for creating videos that can be posted
anywhere. It also helps you compile professional-looking videos from
clips you already have. That way, you can compile various staff members
or attendees short videos from the event into one longer recap video.
Notable features:
Ability to pull existing video clips from your event from your device,
Facebook, Dropbox, and Photobucket
Options to add a musical soundtrack from your own library (always

being mindful of copyright laws, of course) or Animotos library
Control over the thumbnail, video title, and description to give your
video context and make it easier for search engines to index it
Price: After a free trial, you can use Animoto for as little as $8 a month, or
upgrade to a Professional or Business account in order to use your event
logo within the video, among other benefits.
Tools for: Innovative event promotion
A sophisticated social media strategy goes beyond simple posts to

include raffles, direct messages to followers, and purchases embedded in
Facebook. These advanced tactics build engagement with your event and
drive ticket sales.
But without technology to manage these efforts, they can become unwieldy
and you risk having frustrated participants, offended followers, and long-
lasting damage to your brand. By using tools that manage these promotions
for you, you can minimize workload and risk while driving sales.
The giveaway
manager: Rafflecopter
Popular event giveaways include free tickets or a free VIP upgrade to

current attendees.
There are many giveaway platforms for social media, but Rafflecopter
goes above and beyond. What sets Rafflecopter apart is its ability to
incentivize actions beyond just entering the giveaway, so you can get
more out of each promotion.
For instance, you can reward users for following your accounts across
social platforms, signing up for your email list, tweeting about your ticket
giveaway, or referring friends to enter the contest. This is a smart way to
incentivize fans to spread the word about your event.
Notable features:
Customizable entry methods so you can incentivize the specific

actions you want your audience to take to win tickets
Super scalability so that no matter how viral your promo goes, nothing
will break
One-click integrations so you can easily share your promotions to

Facebook, Twitter, and Pinterest
Easy-to-place code (no engineers required!) if you want to host the

giveaway on your website
Price: Theres a free option, but we recommend upgrading to one of the

three paid plans (from $13-84 a month) to take full advantage of this
service. Upgrading gives you access to email-list integration with the
nine major email-marketing providers, and you can ditch Rafflecopters
branding on your promos and white label your event branding instead.
The direct
messenger: SocialOomph
When you land new followers on Twitter, engage them right off the bat
by sending a direct message (DM). That message might be a simple
Thanks for following, hope to see you at the event! or offer some sort of
takeaway: There are still tickets left for our event! Get a discount here.
This type of marketing must be wielded wisely and should offer the
recipient some value (a promo code, perhaps) so it doesnt come across
as spammy. Thanks to Twitter eliminating the 140-character limit in
their DMs, you have plenty of space to be witty and real. (You should also
be cautious when setting up these automated campaigns since they
are triggered around keywords, and there is some risk of accidentally
engaging with content that doesnt make sense for your brand.)
Of course, sending DMs to every new follower manually would be a time-

consuming nightmare. SocialOomph will do it for you with an extremely
simple interface.
Notable features:
The option to manually approve which new followers you send your
DM to
Spam protection to avoid sending DMs to any suspicious accounts
Automated keyword searches with manual approvals, so

SocialOomph can surface relevant accounts for you to follow (which
encourages a follow-back!), but you can wield the ultimate approval to
ensure you follow quality accounts
Standard scheduling and publishing capabilities across platforms, so

you can automatically send ticket discounts out on a regular basis
Price: SocialOomph is free, but you can also upgrade to SocialOomph
Professional ($36 a month) for advanced features like some of those
listed above.
The enterprise lead generator: Socedo

PRO
TIPS
For large, complex events, your marketing team might rely on lead
generation. Socedo is a lead generation tool that enables you to
discover and engage with leads using social data. While you can
use SocialOomph to direct message followers, Socedo enables you
to automate an advanced engagement flow to identify and send
potential attendees a series of DMs on Twitter or LinkedIn.
You can also sync all this data up with professional-grade

automation platforms like Marketo, Eloqua, HubSpot, and
Salesforce. This way, you can use social data to score, track, and
contact leads from social media.
The essential
promo page: Facebook Events
Facebook Events is a free tool offered by Facebook to share or advertise

your event within the platform. Youre probably already using Facebook
to promote your event or your brand, but if youre not actively using
Facebook Events, youre not reaching nearly the audience you could. A
whopping 550 million people use Facebook Events every month.6 Every
time someone clicks Interested or Going on your Facebook Event, it
will be shared in their friends news feeds, making the platform a great
way to promote your event by word-of-mouth.
500M people use Facebook

Events every month
Dont just create a cursory Facebook Event page and call it a day if you
want your event to show up in the feeds of potential event-goers. Making
your Facebook Event page easy to find and compelling to read can be
the difference between users clicking interested and get tickets. The
platform is fairly straightforward, but there are strategies the Facebook
Events team recommends to get the most out of each feature.
Notable features:
Location tags that enable users to find your event when searching for
activities near them
Date and time fields which help Facebooks algorithm surface your
event in users feeds at the right time
Ability to sell tickets directly on the Facebook platform, without

redirects that cause drop off, if you use Eventbrite
Automatic promotion of your event in the news feeds of engaged
users friends, and the ability for users to send events directly to
friends to rally the troops
Once your Facebook Event is set up, you can use Facebook Ads to target
users similar to your existing customers, or retarget users who may have
viewed your event page but not yet purchased tickets. Learn more about
how to get the most from Facebook Events in our free guide, How to Use
Facebook Events to Sell More Tickets.
Price: Facebook Events is free, with paid advertising options available on

a pay-per-engagement basis.
Double sales or free registrations by making

PRO purchases possible on Facebook
TIPS
Its important to offer Facebook users the most seamless purchase

experience possible, because most wont make it past the first step of
checkout. They may abandon their order if the process is too tedious
or if theyre redirected to your ticketing page and get distracted.
This is especially true for people buying from mobile devices.
Thats why Eventbrite and Facebook partnered to launch Facebooks

new checkout, which allows buyers to purchase tickets to your event
without ever leaving your Facebook Event page.
This new checkout reduces buyer drop-off and can drive more
impulse purchases. In fact, Eventbrite organizers who make tickets
available directly on Facebook drive two times more sales and free
registrations on average than those who redirect to their ticketing
page. Learn more about how to sell tickets directly on Facebook in
this blog post.
Tools for: Effective event advertising
Instead of spending their online advertising budget on display ads

across the web, most events see the most success using social media
ads. But creating and managing each social media campaign separately
can be time consuming and ineffective. Not to mention, if your team isnt
constantly comparing ROI and testing different creative, you could be
wasting money on ads that dont drive attendance.
Make sure your spend is driving sales. By using these tools, you can
create an ad campaign in seconds, test it across social media platforms,
and then track ROI and optimize with automated A/B tests.
The ad
manager: Boostable
Boostable manages your Facebook and Instagram advertising campaigns

for you, including ad creation, budget, targeting (including retargeting
options), and optimization. This way, you can offload the work of
managing each social campaign individually, and rest assured your ad
dollars are making the most impact they can.
To get started, all you need to know is what you want to advertise (your
event) and how much you want to spend. From there, Boostable creates
ads for you and optimizes your campaigns based on which ads are
performing best. Event organizers have seen up to 10 times ROI on ad
campaigns managed through Boostable.7
Notable features:
A robust campaign dashboard that shows you how your ads are
performing
Weekly email updates that summarize performance
Automatically crafted target audience lists of event-goers
Price: Like most ad tools, the cost depends on how much you want to
spend, but in theory you could choose an ad budget as low as $100 a
week. Best practice is to start with a small budget, and increase it as you
see results.
Manage your Boostable ad campaigns through
PRO Eventbrite
TIPS
If you use Eventbrite, you can manage your Boostable campaigns

through your Eventbrite dashboard. Once you install the extension,
your event information is automatically pulled into an ad. From there,
you can edit the text and use your event image or upload a new one.
Behind the scenes, Boostable is dropping a pixel on the event listing
and the order confirmation page to track who visits and if they come
back to buy a ticket. Learn more here.
The concert
advertiser: ToneDen
Like Boostable, ToneDen is a self-serve platform that manages your

Facebook and Instagram campaigns for you, optimizing for the highest
possible ROI. Especially popular among music venue owners and promoters,
the automated advertising tool has a smart audience generator, so you
can sync data from Facebook, Mailchimp, or Eventbrite to create lookalike
audiences based on current attendees. The platform also uses data like
genre and how similar shows have sold in the past to optimize campaigns.
ToneDen offers built-in conversion tracking and reporting so youll know
exactly how much revenue your ads are bringing in.
Notable features:
Automated audience targeting to identify the right ticket buyers on

Facebook and Instagram, based on genre, geo, and how similar shows
have sold in the past
Creative A/B testing to pinpoint which ad strategies perform best
Automated budget optimization and built-in conversion tracking to

ensure your budget is being spent on the right audience
Price: Pricing starts at $50 a month, but Eventbrite organizers can try
their first ad campaign for free.
Use your Eventbrite data to create lookalike
PRO audiences
TIPS
If you use Eventbrite, ToneDen can automatically use your event data
to build an audience tailored to your event. You can use Eventbrite
data to target ads to lookalike audiences of past attendees, or of
event page visitors. You can even target buyers similar to buyers of
a specific ticket type, like your VIP offering, and show them targeted
ads. Learn more about the integration here.
Tools for: Influencer and advocate outreach
Celebrity endorsements have been a powerful advertising tool for

decades. But the advent of social media has turned average people into
influencers from superfans who just really love your events and want
to share them with friends, to people with broad social influence in a
given category.
These peer-to-peer endorsements on social media can be just as

effective as a famous spokesperson, since they feel more authentic. This
is especially true for events, since people love to join their friends for live
experiences. In fact, nearly 85% of marketers have plans to use some
type of influencer marketing this year.8
Influencers for your event will be people who are extremely active online,
have sway over their audience, and are motivated to promote your
events. But without advanced social tools, identifying and engaging
these influencers is a challenge. And the last thing you want is for a slow
response or misunderstanding around payment to poison a relationship
with an influencer because theyll be just as open to sharing that
experience too.
To choose influencers who are the right fit, and make sure your brand is
represented properly, youll want to rely on technology. Here are some
tools that can streamline your influencer outreach and engage advocates
across social networks.
The brand
advocate
identifier: SocialRank
SocialRank can help you pinpoint potential brand advocates from within
your existing audience of fans and followers on Twitter and Instagram. It
helps you sort your followers, cross-checking them against the followers
of similar events, and then surfaces relevant accounts for you to target.
For example, you might dial in to your most influential local followers
and invite them to a special VIP gathering in advance of your event. In
exchange, you might ask them to share your event ticketing link with their
Twitter audience, or you might offer them a VIP upgrade to your event in
exchange for a few Instagram posts during the event.
Notable features:
Ability to filter social profiles based on the number of followers,

keywords in their bios, location, social activity levels, and a dozen
other metrics
Ability to send targeted Twitter direct messages to groups of people

based on those filtering capabilities
An export function to CSV or PDF, so you can use the lists you gather
in other applications, including paid social campaigns
Ability to search through followers of other accounts, so you can

target people who are following other events like yours
Price: SocialRanks basic service is free, and you can upgrade to $49 a
month to unlock some of the features on the list above.
The influencer
organizer: Scrunch
Scrunch is a self-service influencer marketing platform that helps you

find and interact with influencers in your sphere. Scrunch helps you
drill down to the right influencers for your event based on bio keywords,
topics the influencers have posted about on social media or their blogs,
influencer engagement scores for the various platforms theyre active
on, location, and more. For example, if youre hosting a beer festival, you
could identify users who frequently talk about beer and have engaged
followers. Scrunch also provides an estimated cost per post that you can
expect to pay each influencer, so you can better plan your campaigns.
Notable features:
The ability to bookmark influencers you would like to approach and

contact them once youre ready
A share feature so you can give other people on your events team
access to your lists, perfect for letting your operations team know how
many influencers to expect
A tracking tool so you know who youve contacted and can track
results
Price: Basic Scrunch access is free, but if you want to unlock their
more valuable features, like the ability to create and manage unlimited
campaigns and get that valuable contact info, you can upgrade for $99 a
month.
How to work with influencers
PRO
TIPS
They key to influencer marketing isn't just identifying influencers.
Its forging a meaningful and mutually beneficial relationship with
those you choose to work with.
As you craft your influencer strategy, a few things to keep in mind:
Dont just think about what they can do for you. Make sure you
have a compelling offer for them invite them to your event for
free, maybe even with a VIP upgrade.
Give them incentives to share your content with their audiences.

Custom promo codes are one great option that benefits both the
influencer and your event.
Always make sure expectations are clear and ground rules are
set early on. If youre expecting something in return for that VIP
ticket upgrade, make sure you establish that with the influencer
ahead of time. Are they expecting to be paid? Clarify exactly how
much before beginning the promotion.
The brand
ambassador
platform: SocialLadder
SocialLadder is a mobile brand ambassador platform that lets you build

an event promotion team from within your ranks of fans. The tool is
especially popular among festival organizers.
Once you recruit and enlist brand ambassadors, you can arm them with
things like custom vanity promo codes to share with their friends and
followers on social media. Through these codes, you can easily track
where your ticket buyers are coming from and which brand ambassadors
are driving the most sales.
Whats in it for them? The status of having free stuff to give away to
their followers is one great perk for brand ambassadors. But sometimes
they also expect other forms of compensation like money. As with
influencers, youll want to be very clear in your outreach to brand
ambassadors what they can expect in return.
Notable features:
A brand ambassador team that is automatically built from your

biggest fans
Ability to assign ambassadors custom promo codes to track their

ticket sales
A sophisticated system of rewards and incentives to keep your

ambassadors engaged
Ability to proactively assign social tasks to brand ambassadors
encouraging them to make specific Instagram posts or share your
event with their followers on Facebook
Access to their existing network of more than 100,000 active

ambassadors in addition to your own fans
Price: To get started with a personal quote from SocialLadder, contact

Sales@SocialLadderApp.com. A self-service version is coming soon, so
check their website for the latest on pricing and getting started.
Sync Eventbrite with SocialLadder to identify

PRO brand ambassadors and track performance
TIPS
SocialLadders integration gives Eventbrite users the ability to

assign custom vanity codes to their brand ambassadors, making it
easy to track their success rates right in the Eventbrite dashboard.
You can see a real-time leaderboard of your top performers, and
continually refine your brand ambassador program to make sure
youre working with the right people. Find out more here.
The brand builder: StreetTeam
Want to get your fans to sell tickets to their friends? StreetTeam is

the solution to build an ambassador program from scratch. Their
software makes it simple to create, recruit, manage, and reward your
network of brand advocates.
Notable features:
Custom recruitment pages so fans can sign up in a branded

environment
Reward programs customized to your needs
Data to maximize your sales and improve ambassador

performance
Payment collection in real-time with a seamless purchasing

experience, integrated with ticketing partners like Eventbrite
Price: Its free to set up your program youll only pay a flat fee on
each sale your ambassadors make.
Tools for: At-event engagement
Most of the social media tools covered so far can be used to promote
your event brand year-round. But event organizers also need an arsenal
of technology to support a powerful social media presence at the event
itself. These tools tend to be less about selling tickets and more about
improving the experience you offer event-goers and fans following along
at home.
48% of millennials attend live events so

they have something to share on
social media
Consider this: nearly half (48%) of millennials say they attend live events
so they have something to share on social channels.9 If you dont provide
that outlet to share their experience online, attendees will be less likely
to return next year. Here are some tools to keep attendees engaged,
online and off.
The social
media wall: Everwall
A social media wall is a digital surface (or multiple surfaces) that displays
posts and photos pulled from social media. You can set your wall to
display anything tagged with your events hashtag. Seeing their posts on
the big screen will keep attendees engaged and encourage more word of
mouth marketing for your event. While there are many social media wall
tools to choose from, Everwall (formerly Tweetwall, one of the first social
media walls) stands out.
Everwall gathers posts with your event hashtag from Twitter, Instagram,
and Slack, and displays them within 0.25 seconds of posting. If
youre concerned about any post getting on the big screen, you can
automatically filter out any posts based on profanity, keywords, phrases,
specific users, or spam, or choose a staff member or volunteer to
moderate the stream.
Dont underestimate the power of signage

PRO
TIPS
If youre displaying a social media wall at your event, you need
people to use your event hashtag for it to work. Strategically placed
signs, screens, and flyers throughout your event can alert, remind,
and encourage people to use specific hashtags when they post.
You can also use these displays to remind attendees to tag your
accounts when they post or check for your Snapchat geofilter.
Notable features:
Choose a layout from 12 possible choices and customize it with your

logos, imagery, colors, fonts, and more to integrate it fully into your
event experience
Simple implementation with no software installation necessary
Leaderboards to see the top Twitter users ranked by engagement,

times they mention your tracked keywords, or how many followers
they have
Continuous coverage even if your event experiences internet outages
Price: Everwalls self-service offering begins at $39 per day.
The interactive
screen: PresentersWall
Social walls engage an audience in one way, presenter walls in another.

While speakers or presenters are on stage, they can use this tech as a
presentation tool to engage the audience. This is especially powerful at
business and professional events, where attendees want to engage more
directly with the speakers.
For example, speakers can ask attendees a question and then display
the results in real time on a screen as they cast votes from their phones.
Imagine an electronic voting machine, with real-time results.
Notable features:
Interactive slides using web-based templates so your speakers can

engage with attendees
Ability to poll attendees with real-time results submitted via

smartphones or tablets to venue screens
Functionality for attendees to submit questions in real time to

facilitate an interactive Q&A session
Price: The cost for PresentersWall is $190 per day.
The photo
booth: OMbooth
A photo booth has always been a crowd pleaser at events. But today,
attendees expect to be able to share their pictures online, instantly.
OMbooth is a smart photo booth that enables event-goers to create
classic photos, looping videos, GIFs, or testimonials (in the style of
reality TV shows) that they can post across social networks or send
themselves via email.
Notable features:
Fully customizable with your event brand, from the booth and screen
graphics to the gallery and content
Prompts for attendees to share their content right in the OMbooth or

later via email with prepopulated share copy
Ability to track and collect data about where and when content is
shared and viewed
Price: Pricing ranges from $1,750 to $3,500 (plus productions fees if

your event is outside their operating locations) and includes delivery,
installation, an on-site rep for four hours, online image hosting, custom
branding, and of course, social sharing functionality.
Out of your price range? Check out DIY photo and gif booths like Simple
Booth, which use iPads to create a social photo booth.
The millennial
magnet: Snapchat geofilters
With more than 150 million people using Snapchat every day, event
organizers can no longer afford to ignore the platform. After all, while 60%
of users are under 25, more than half of new users are over 25. That means
that even if your attendees arent on Snapchat yet, they will be soon.
The easiest way to use Snapchat for events is to make a Snapchat

geofilter for your attendees. Snapchat geofilters are graphics (or filters)
for Snapchat photos that can only be used at certain locations. These
filters are a great way to engage your attendees and get your event brand
in front of their followers.
Anyone physically on your event grounds will be able to overlay the filter
over their Snapchat images and videos they dont need to follow you
on Snapchat to access the filter. That means youll get broad distribution
without extra effort. And while geofilters cost money, theyre very
affordable usually not more than $10 per city block per hour.
Notable features:
Ability to upload custom designs for your geofilter with your event
brand
Free online templates to create a geofilter if you dont have design

resources
Engagement metrics that show how many people viewed and used
your geofilter
Price: Pricing is dependent on the time and location of your geofilter;
it costs roughly $10-15 per hour per city block on which the geofilter
is active. If you host a repeating event or own a venue, you can buy a
geofilter on a long-term basis for a discount. These annual plans are in
the $1,000-$10,000 range, depending on your location.
Making an on-demand geofilter for your event is a simple three-step

process. Learn everything you need to know to create a Snapchat
geofilter in this blog post.
The conference curator: ContentPlum
Popular among conference organizers, ContentPlum is a great way

to curate and display social feeds across channels. You can bring
Facebook, Twitter, Instagram, and RSS feeds together onto one
single widget thats easy to display on a giant monitor. You can also
display the widget on your website, blog, or any other type of digital
signage device.
Notable features:
Automated feed that filters out spam and potentially

inappropriate content
Ability to avoid displaying posts that an attendee might have

duplicated across social platforms
Price: The basic package starts at $19.99 a month, with a 15-day

free trial period.
The live video
platform: Facebook Live
Event organizers of all types are recognizing the potential of live video to
grab attention beyond those at your event. And since 30% of people who
watch a livestream of an event will attend the same event the following
year, this can translate to serious ticket sales.
While Instagram and Periscope are also popular social tools you can
use for livestreaming, Facebook Live is the most powerful way to get
your content in front of the most people. According to Facebook Live,
users spend three times more time and comment ten times more often
when a video is live. And, of course, this content can be repurposed for
additional content later.
Notable features:
Direct broadcasts to your Event Page or Group on Facebook, so more

than just attendees can experience the event
Ability for followers to comment on or like your broadcast while its

happening
Functionality to record video from an iPhone or Android to stream

without any special equipment
Price: Facebook Live is free.
For more tips about how to maximize the reach of your Facebook Live
event, read How to Use Facebook Live at Your Event.
The social-savvy
camera: CamRanger
You want to share photos and videos during your event, but you dont
want to share low-quality phone images or interrupt your photographer
to manually download images. The CamRanger is a physical device that
lets you wirelessly tether your phone to a photographers camera so
you can download and share high-quality photos in real time. Instead of
interrupting your photographer or waiting for them to get to the studio
to send you files, use CamRanger to get professional images up on social
media in real time.
Notable features:
Ability to download your event photographers files wirelessly while

the photographers are in action
Wireless streams of live view to your iPad, iPhone, Android device, or

Mac or Windows computer
Remote capabilities to change and view camera settings
Price: CamRanger is a one-time purchase of $300.
Tools for: Powerful reporting and analytics
Especially for large and complex events, the analytics tools within social
media platforms may not give you enough insight to optimize your
strategy and drive incremental sales. While you can access substantial
data exports for free from Facebook Audience Insights and Twitter
Analytics, additional tools can take your efforts above and beyond.
These tools provide insights into your performance compared to

similar events, the content people at your event are sharing, and deep
dives of additional data from each platform. This way you can prioritize
your channels and your posts, so you can double down on what drives
engagement and sales and stop wasting time on the rest.
Set up advanced analytics in your Eventbrite

PRO dashboard
TIPS
If you use Eventbrite, you can see exactly which social media
marketing activities are driving views and ticket sales with 24/7
online access to more than a dozen different reports and chart
views that you can customize for your needs. You can also easily add
tracking links or a pixel to your ticketing website to see exactly which
platforms or campaigns are driving sales, and follow visitors across
the web to retarget them with ads. This empowers you to make real-
time decisions about your business, so you can see how many sales
youre driving through social media and other channels.
The competition
squasher: Socialbakers
Socialbakers empowers you to understand how your events social

presence stacks up against other similar events. By measuring and
analyzing your social performance against your competitors, you can
understand what theyre doing well and how you can improve your own
strategy. And with recent event cancellations due to poor ticket sales, this
tool can help you differentiate your event brand in an oversaturated market.
Notable features:
Ability to analyze performance across Facebook, Twitter, Instagram,

Pinterest, and YouTube by creating robust dashboards with just a few clicks
Functionality to track both native metrics and ad metrics
Detailed competitive analysis, including granular insights, to compare

your performance to other events
Price: A basic Socialbakers account, which allows you to analyze and

manage five profiles, is $120 a month. From here, memberships rise to
$480 a month. But Socialbakers also has some great free tools available
you can try out before increasing your investment.
The attendee
observer: GoBabl
If youre only looking at social media posts from your event that
include your hashtag or a tag to your account, you're not getting a full
understanding of your attendees' experience. A location-based social
media analytics tool like GoBabl lets you see what attendees are posting
based on your events location, not just keywords. Using these insights,
you can gather a much more complete, real-time picture of how to improve
your event than any survey or hashtag-based monitoring can provide.
Notable features:
Geofenced location-based social media monitoring, sentiment

analysis, and engagement tools
Visualized search results in an easy-to-use map view, collage view, or

streaming feed
Ability to filter conversations by keyword and demographic and

identify social influencers at your event
Price: The Basic package starts at $19.99, with advanced analytics and
engagement upgrades available.
Dive deep with platform-specific analytics tools
PRO
TIPS
Most social media platforms have their own analytics, which
are typically easy to access. These native stats are a great start,
but if you want to dive deeper into a certain platform or get help
aggregating and reading the data, supplemental tools can be a huge
help. Here are several we recommend:
Twitter Counter: Shows some stats Twitters native metrics

dont, like unfollows (both how many and exactly who) and
comparisons to your competitors, so you can check out whats
helping you gain followers as well as what might be hurting your
account
Iconosquare: Allows you to monitor your content across multiple

Instagram accounts, measuring follower growth, mapping
where your followers are located, and taking stock of likes and
comments received. You can also receive daily, weekly, and
monthly performance reports, right to your inbox.
Scoreboard Social: Facebook Insights provides thorough data

about your page, but the information can be hard to digest at a
glance. Scoreboard Social provides prepackaged visuals to track
your performance, as well as weekly email reports. The platform
shows how your page is stacking up against other event pages,
including showcasing trends and top posts from the other pages
you monitor to spark ideas.
Tailwind: Tailwind provides deep insights and actionable analytics

reports for Pinterest and Instagram, as well as an array of
publishing, listening, and management features.
Snaplytics: Snapchat is behind the other platforms in providing

analytics to account owners, so a tool like Snaplytics can make
it easier to track your opens, screenshots, and completion rates.
(Snaplytics also provides end-to-end Snapchat management tools
if you want to invest more seriously in Snapchat for your event.)
The takeaway
Even with a team dedicated fully to marketing your

event on social media, the number of platforms and
tactics make it difficult to be strategic about your
investments. Use a ticketing or registration partner
with social media integrations, and you can streamline
the purchase process for attendees and track sales in
automated reports. Selectively adopt the tools that will
have the biggest impact on your business to become
more efficient and effective.
Make sure the audience you attract on social media

turns into attendees by making it as easy as possible
for them to buy tickets on mobile and even directly on
platforms like Facebook. Learn how you can turn more
social media traffic into ticket sales and registrations by
contacting us here or giving us a call at 866-902-2531.
1
https://hootsuite.com/newsroom/press-releases/hootsuite- 6 https://techcrunch.com/2016/06/27/facebook-launches-
surpasses-15-million-users-hosts-worlds-largest-online-social- human-curated-featured-events-list/
media-conference-for-free
7 https://www.eventbrite.com/blog/ds00-the-surprising-roi-
2
http://buzzsumo.com/blog/how-to-massively-boost-your- of-retargeting-for-events/
blog-traffic-with-these-5-awesome-image-stats/
8 http://mediakix.com/2016/09/10-top-influencer-marketing-
3 https://www.nngroup.com/articles/photos-as-web-content/ statistics-for-2016-infographic/#gs.MdqiT50
4 http://www.kpcb.com/internet-trends 9 https://www.eventbrite.com/l/millennialsreport-2017/
5
https://www.eventbrite.com/blog/webinar/how-to-use-
video-for-event-marketing-before-during-and-after/
Powering more than two million events each year.
Eventbrite is the worlds leading event technology platform. Hundreds of thousands of organizers
use Eventbrite to boost ticket sales, promote and manage events, handle on-site operations, and
analyze results across multiple sales channels.
Grow your event

Sell more tickets
to Eventbrites nearly
50 million active
ticket buyers.
Simplify your planning Impress your attendees

Promote, manage, Delight with ease of
and analyze your event purchase, convenient
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Social Media Tools For Event Marketers

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The Best Social Media

Tools for Event Marketers

Content publishing & automated

Content creation tools

Innovative event promotion tools

Effective event advertising tools

Influencer and advocate outreach tools

At-event engagement tools

Powerful reporting and analytics tools

Event marketers have to adopt advanced techniques to

When we say advanced, we mean tools that help you

With this guide, you can identify which technology is

Meet the author

Christy Huggins is the senior social media manager at

This guide is for...

Event marketers who already have a social media

Looking for more basic advice on how to build a social

Buffer allows you to manage your Twitter, Facebook, LinkedIn, Instagram,

Bookmarklets, which allow you to post a quote from a story youre

At-a-glance engagement stats you can easily email to others on your

One-click re-buffering so you can reshare content like lineup

Flexible team member functionality so you can assign varying levels

Despite their ephemeral nature, events tend to produce a lot of evergreen

Ability to set expiration dates for content (perfect for time-based

Ability to organize posts by category (for example, ticketing

Time-saving features like a browser extension so you can add content

Listening and engagement tools so you can respond to posts (like

In-depth reporting to help you gauge how your content performs

Hootsuite is an Eventbrite Spectrum partner, so if youre already an

Visage is a visual content creation platform, perfect for large events

Ability to easily overlay text on images, with a healthy selection of

Ability to create branded templates so you can stay on brand while

Multi-user access, so your design team can log in to create templates

Access to commercially licensed stock photos, perfect for first-time

Quick social sharing capability right from the tool

Creative content on the go

A Beautiful Mess: Quick, easy, and simple photo editing and

Camera+: Create professional-looking graphics on your phone

Hyperlapse: An Instagram-specific time-lapse video tool (for an

iStamp: A quick batch watermarking tool (iPhone only)

Facebook Pages Manager: An app to help you manage your

Repost for Instagram: Reposts Instagram postings and gives

SloPro: For creating slow-motion videos

Snapseed: Googles go-to photo editing tool

Stop Motion Studio: An easy way to create stop-motion

Options to add a musical soundtrack from your own library (always

A sophisticated social media strategy goes beyond simple posts to

Popular event giveaways include free tickets or a free VIP upgrade to

Customizable entry methods so you can incentivize the specific

One-click integrations so you can easily share your promotions to

Easy-to-place code (no engineers required!) if you want to host the

Price: Theres a free option, but we recommend upgrading to one of the

Of course, sending DMs to every new follower manually would be a time-

Spam protection to avoid sending DMs to any suspicious accounts

Automated keyword searches with manual approvals, so

Standard scheduling and publishing capabilities across platforms, so

The enterprise lead generator: Socedo

You can also sync all this data up with professional-grade

Facebook Events is a free tool offered by Facebook to share or advertise

500M people use Facebook

Ability to sell tickets directly on the Facebook platform, without

Price: Facebook Events is free, with paid advertising options available on

Double sales or free registrations by making