Page Manager's Biggest Fear: No One Showing Up to the Party

Your event, sales or fundraising team has come up with the best (in their minds, at least) event concept ever. The date, time and venue are set. Now, it is on your shoulders to promote it via your social media channels and get the people to walk in the door.

You create the event; putting in the extra effort of including an eye catching event image and a captivating event description. You even remember to invite your personal online connections. You are confident that people will be knocking down the doors to attend; you may even have to have the event budget adjusted to include the cost of a bouncer.

A little too optimistic?  Of course it is. Anyone who has set up an event on social media knows that 9 times out of 10; a majority of the people that say they are going to attend an event never show up.  

So, what is a page manager to do? While, no one tip or technique is a surefire cure all; there are a few things you can do (and not do) to increase your chances of success.

1. Utilize the social media platform that is appropriate for your event. Industry or professional specific events are best shared on LinkedIn. A workshop on the bioethics is not going to garner the too much interest on Facebook as it would on a bioethics group on LinkedIn.  Conversely, sale events at a local business would garner more traffic on Facebook than it would on LinkedIn.
2. Encourage traffic to the event page; especially on Facebook, by posting updates and images about the event. It will draw those who have already accepted their invitations to the page; an action which will then show up on their friends' news feeds and tickers.
3. Tag community or business partners in as many ways as you can. Their fans will have their curiosity peaked. However, do not fall into the trap of sharing the event on every single community page as you can. There are clearly certain events that do not belong on certain pages.  Posting the link to a political rally on a business' page will not only not help your cause but also may harm the business by alienating some of their followers.
4. Never wait until the last minute. Creating the event online too close to the date is never a good idea. First, it tends to look like you and your organization waited until the last minute; even though months may have gone into the planning. Second, we all lead very active lives between work, school, family and social activities. Finding the perfect date to hold an event is never easy. The sooner you begin to promote your event, the better.
5. If you are also sending out email or snail mail invitations, include the link to your online event so the invitees can keep up to date on any last minute changes.  
6. Always acknowledge and respond to any and all comments made on the event page. Make your guests feel welcome and appreciated. 
7. Post pictures during and after the event. Nothing says success better than images of people enjoying themselves.

Do you have any tricks on increasing attendance at your events? If so, please feel free in sharing them.