Creative analysis, Marketing and PR

How not to market your event (or anything) on Facebook

Facebook marketing header v1

I use Facebook Events for Cornwall Graphic Novel Group’s (CGNG) monthly meet-ups. But… here’s the thing:

I don’t solely advertise the meet-ups on Facebook

As well as the Facebook page and events, CGNG has a websiteGoogle+ page. It gets posted in a relevant subreddit on Reddit each month. It’s Tweeted about, making an effort to @ artists and writers who are the topic of discussion for the month. And maybe bring in a few more like local events/what’s on guides.

Facebook now has low organic reach

I recently heard about a local event only days before it was due to happen, because a post related to it finally turned up in my Facebook feed. There had been no “organic reach” (that’s posts showing up in my feed because a Page has posted them or someone has shared a Page’s post) in regards to said event, even though I have liked the page of the company that was mainly organising this event and they were posting about it. There were no ads. It was listed in a few small events directories. It had no real web presence outside of FB prior to taking place. At this time it’s unclear if its attendance levels were affected by the weather or a lack of wide promotion.

Back in December last year, it was revealed that Facebook’s ability to get content organically to people who have liked pages on there has now been severely reduced. AdAge did a good piece on what Facebook was aiming towards (page owners paying Facebook to allow some of their posts to appear in people’s newsfeeds) and how organic reach is now a lot less (organic reach rates are now something like 1-2 percent per post).

You can’t rely on just Facebook to promote things any more.

Five ways to cheaply to market your event (and most other things)

  1. Have a website dedicated to it or a company one that gives it prominence – costs
  2. Mention the event on more than one social media platform (preferably ones your target audience is using) – free
  3. Get it listed in more than one local events directory – normally free
  4. Set-up an enewsletter about it – free for certain subscriber numbers on services like MailChimp (I’m hoping to do this soon for CGNG)
  5. Encourage people to share your posts and content – free
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