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July 20, 2018

Americas: Design a Must-Connect Social Media Strategy

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Creating a powerful social media strategy starts with plotting key tactical objectives. The goal for meeting planners is not to be good at the business of social media. The goal is to be good at their business because of social media. In other words, as cutting-edge and creative as you choose to make them, social network-based promotions are merely one tent-pole of a broader event promotions strategy. To be successful with social initiatives, you should consider how they can support larger and more quantifiable business objectives, i.e. increasing program registrations or driving conversation among key influencers.

You need to know who you want to speak to, where they’re found online, and what motivates them, and then engage them, and prompt them toward specific actions. In short, extensive up-front planning must go into crafting your voice and vision, aligning each with key objectives, and finding ways of making sure that all communications efforts stand out and are meaningful.

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