Here is the scenario.
I work at the UO Cultural Forum as the regional music coordinator. I have a concert booked with the infamous hip-hop group Mobb Deep coming to the W.O.W. Hall Saturday April 19th. As I think about ways to promote this event I can’t ignore the fact that posters around the school and community is a must. However, my generation gobbles up social media like starving families on Thanksgiving. That makes social media a must too. Then I read these.
After reading these three articles, I’ve come to the conclusion one of the best ways to raise awareness about this event is to create a social media marketing campaign. Even though we might not be there just yet, these three articles make me believe that it is possible to promote an event solely on social media sites. By using the poster created above with a hashtag and with a large enough network, I could potentially share the above poster on Instagram and Snapchat. Creating “Insta-awareness” and “Snap-awareness.” After being exposed to the event and with a hashtag to utilize, people can then talk about the event on Twitter and Facebook with other interested publics. This in turn will create further buzz and awareness. The ultimate objective is for word of mouth to help spread the campaign, but also for people to post, comment, and re-tweet the poster.
Like any good PR campaign, you want to be able to measure the success and see how many people it made impressions on. This is somewhat difficult to do except for clicking on the hashtag and seeing who is actually talking about the event.
The only way to know how successful a campaign like this can be is how it affects the bottom line. That is, if people actually buy tickets. Is there enough “call to action” in this campaign? Only the day after the show I will know, because I’m pursuing it.