Building buzz on social media: Kyle Petty Charity Ride edition
This year, we have had the great privilege to work with the Kyle Petty Charity Ride Across America. At the end of April, we will be traveling alongside nearly 200 motorcycle enthusiasts and Kyle Petty himself – on a 2,100 mile cross-country trek beginning in Coeur d’Alene, ID and extending to Tempe, AZ. Pretty amazing, huh? I am honestly counting down the days…
As I cross off the days, one by one, I hope that Ride fans and supporters are doing the same. And what better way to encourage that then to build a little social media momentum?
This brings me to the purpose of my post: To look at the “5 W’s” of generating excitement and buzz around an event through a well-planned social media campaign.
Who: In creating a social media strategy for an event, you must first look at who your fans are. For the Kyle Petty Charity Ride, we are targeting NASCAR fans, Victory Junction (the Ride’s primary beneficiary) supporters, motorcycle enthusiasts and Ride sponsors. We have identified these groups and tailored all of our content to resonate with these fans.
What: What to share (and not to share). This brings us to the importance of sharing content that will resonate with the “who’s” of your campaign. For the Ride, we share route information, NASCAR news, past Ride images, points of interest, Victory Junction stats, interviews with riders – to name a few. We want to serve as a resource for our fans, while also engaging these communities on topics they find interesting.
When: The key to post timing is finding that balance between bringing life to the page without blowing up your fans’ news feeds. For example, we have committed to 1-2 Facebook posts a day for the Charity Ride. It is important to remain active by providing fresh content on your social channels fairly often.
Where: Choose social media channels where A, your audience is active, and B, where you have the time to develop the channel. It can be tempting to jump on every social channel that pops up, but be sure to research the user base first. For example, for the Ride, we are active on Twitter and Facebook. We entertained the idea of hopping on Instagram, but after a little digging, we realized this channel does not involve our core audiences.
Why: Why is social media a key part of event planning, you ask? Because it has the capability to build the power and momentum to take your event to the next level.
What other strategies have you used to develop a meaningful social media campaign for your client event?