21
A conversion path, if you’re
wondering, is the steps taken by a
user through your digital media to a
definite end.
Social media is commonly used
by events organisations, especially
venues, to drive people to their
websites, but in order to do that the
social content must add some
manner of value.
“Before every post I recommend
asking yourself ‘who out there will
receive value from this, how and
why,’” says Beech.
“From a social media marketing
perspective, small value can be
a friendly compliment: it’s
valuable to the recipient and
in most cases, people
compliment areas where
they may be an expert in
their community. On
another level it often
gets liked (engaged
with) so it helps your
engagement metrics,
which will make
your future posts
more likely to be
served to the
person who
engaged.
“Value can, and
frequently should be, much
larger. A high-tech venue
could produce typical kit and
tech specs for different
setups and event types. This is
valuable to any event
organiser who may
be struggling
“Like your home, your
website is quite static, it
represents who you are and is
visited by those who care
about you most. Your social
media, however, is like your
personality.”
Matt Beech,
marketing director
at Patch Media
www.conference-news.co.uk
Cover Story
to work out
what tech they
need, and it
positions the venue as an expert on
and provider of high-tech events.”
A fundamental flaw with attitudes
towards social media is the idea
that numbers mean prizes.
Specifically, number of followers.
Social media isn’t an arbitrary
numbers game… is it? “Not entirely,
but it’s a metric worth paying
attention to,” says Beech. “You can
have a tiny following and achieve
more impressions and
engagements than the following you
have just by being interesting,
engaging or trending. Conversely,
you can have a huge following that
isn’t engaged and as a result
doesn’t really
exist.”
Beech gives
the example of
two venues’
stats over a 48
hours
period.