Facebook Events Aren’t Always the Best Tool

Facebook Events Aren’t Always the Best Tool

How many times have you looked at your notifications on Facebook and seen 100+ invites to your friends’ events? If you are like me, it’s seems like every day I’m essentially ignoring everything in the notifications dropdown. After clearing that ugly red number at the top of my page, I’m on to looking at my newsfeed. My point here is that nearly every artist I know thinks that their social media strategy should be to

  • create an event
  • add a picture to the event (maybe)
  • invite EVERY friend they have on Facebook
  • sit back and hope that anyone responds

I’m not entirely sure why we think anyone is going to respond except the people that are already our die-hard fans. When you think about it, your event is right next to a cornucopia of Candy Crush© invites and status updates. Do you think it’s going to have a prominent space in that drop-down? Probably not.

“Your die-hard fans already know about your event.”

The truth is, your die-hard fans probably already know about your event and they will be there whether you invited them on Facebook or not. We must face the facts and realize that these fans are not our true target when we use social media events. Our real target is new getting new people to our events and that they in turn will help spread the word. It’s not much different than the days of old where the greatness of an artist was perpetuated primarily by word-of-mouth.
In order to answer the question of how we get more people to our events using social media we have to first answer the truth about how we ourselves engage in social media, not as a marketer or entrepreneur, but as a person.
Now, I’m nothing special as a human. I have two kids, a house, a car and I eat relatively healthy but still splurge on terrible fast food sometimes when I’m on my way home from a gig. I am, in many ways, completely normal. It just so happens that I play music well enough that people want to listen and other musicians respect my artistic integrity. My point is, I’m not all that different from the average person who I am marketing my events to. So, I ask myself what my habits are on Facebook. Here are a few universal truths about my Facebook habits:

  • When I scroll down my newsfeed on Facebook, I look at all of the pretty picture/video posts. I like those.
  • I tend to ignore the “one-liner/only text” posts, regardless of who posted them. Those are usually the “wow, that was awesome!” type of post and let’s be honest, I don’t know what was awesome, nor do I care, nor will I ask. We all have these friends and I’m sure you ignore posts like this too.
  • I have certain pages that catch my attention on a regular basis. I click on their posts. I engage. I share their content. I spend time ON their page reading comments and checking to see if I missed anything.
  • I pay little or no attention to my notifications unless they mention me (I’m vain, I know). In fact, I click on the globe with the red dot mostly to remove the red dot.
Dwight Thompson

Dwight Thompson is a web developer, social media manager, SEO and professional musician. His company, Artist's Web InSite, focuses on meeting the needs of Artists and their organizations in creating a strong, engaging presence on the web.

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