Thanks to the Internet, many more promotional avenues are available to event organizers than ever before, all at a fraction of the cost of traditional offline media and much easier to track and measure.

But how do you decide which avenue is best for you? Will it be the increasingly popular social media? Or perhaps a dedicated page on your website?

Let's consider some methods you can use to promote your next event.

Social Networking

Social media is an ever-growing part of marketing, and that doesn't look likely to change in the near future. Using the channel can be an excellent way to build buzz, exchange ideas, and engage with customers, clients, and industry professionals.

You can create a Facebook page and encourage people to "like" it by using incentives, such as a discount on ticket prices, for example. You can create a hashtag for your event to track discussions on Twitter. If your event is large enough, you could create a designated Twitter account for delegates and others to follow.

The possibilities are numerous, and the examples above are just the tip of the iceberg. But the problem with marketing on social media is that the pool of users is so large these days that it can be difficult to find the people you should be engaging with. The overwhelming noise can be daunting for those with no social media experience.

However, if you do your research, social networking can be an excellent means of reaching your target audience, finding a new audience, and getting new ideas. Social media is worth getting into; be willing to bet your competitors are already doing so.

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Helen Laird works with AMA Events, events management experts who offer advice in all areas, from planning and promotion to collecting delegate post-event feedback.