What goes into a social media strategy for virtual events? It’s really composed of three core pillars, which are your owned strategy, earned strategy and paid strategy.
Here is what each of these pillars refer to:
Owned refers to your web properties, like your business Facebook and Instagram page, where you control the content going out. This is also commonly referred to as your organic social media marketing.
Earned is the exposure gained through word-of-mouth, like positive reviews, recommendations, or articles about your business. This strategy encourages others to share your message.
Paid is when you pay for ads, promotions, or anything that artificially boosts your content outside of your existing followers.
We are going to focus on the steps to build your owned social strategy for virtual events, meaning your organic strategy for your channels to increase awareness, engagement, and conversion (speaker sign up, sponsor sign up, event registration, etc.). The following nine steps will help you define develop a owned social media strategy for your next event:
