Social Media Timeline for Events (Phyllis Khare)

Phyllis Khare


This checklist is repurposed from the original Social Media Manager School, now Pulse Academy.

Events are a fantastic way to get visibility and engagement on your social media profiles.

This Timeline Checklist is meant to inspire you to think about all the different ways social media marketing can be used before, during, and after your next event. Look at this as a starting architecture to build upon, and develop it into something custom-built for your clients. You can take each section and expand it out in many directions according to your client’s event or industry. (You also don’t have to do everything!)

This checklist has been used by social media managers all over the world for many years with great results.

Things to consider adding:

  • Instagram posts, Stories, IG Live, and IGTV
  • LinkedIn posts, articles, videos
  • Facebook Live for the page and associated groups
  • All those traditional marketing items: newspaper ads, radio ads, flyers, posters, etc. (if this is a local event)

4 weeks out from the event

Visual and text content creation

  • Visual social and blog post image(s) created

  • First blog post is created, visual(s) inserted and post published
    Use this blog post as a hub–collect everything on this post, including the images and video and email capture

  • Create five Twitter hashtags for the event
    What are the keywords you are using in the blog post? Share them with the Team to use everywhere—search terms, branded, and fun ones

  • 25-35 tweets are written and scheduled, including a link to the hub-blog post

  • First email is created and sent to your entire list

  • Optional: YouTube video is created (interview, PPT of the blog post, etc.) and inserted into the original blog post. Make sure video description is highly filled in for SEO on YouTube
    Optional and highly recommended: add closed captioning on YouTube video

  • Create Facebook Event and post to other event sites (copy blog post for the description of the event). Include a link to the sign-up page on the website (which includes the optional video)

  • Create Facebook website-promotion-type ads to drive traffic to website event info and sign-up page

  • Create at least one “tweetable and include the link on all promotional emails and on the blog post


3 weeks out from the event

Content linking and ads

  • Review tweets and see which ones are getting the most retweets.
    Schedule another round of tweets—at least 5-10/day—for the next three weeks, spanning time zones; include links and hashtags

  • Second email sent featuring event (include social share buttons and tweetable link)

  • Locate promotional partners to share the Facebook posts and optional Event to their communities, or share the promoted post to their connections.
    Create expectation list for your partners. They need to:

    • Like the Facebook page
    • Share at least one post a week
    • Follow on Twitter
    • Retweet at least five tweets
    • Create a blog post
    • Pin the images
  • Create two Facebook posts for the Event and make it a sponsored promoted post ad for the highest your budget allows. Remember to make this particular post fun and interesting with an image that has less than 20% text. Post one on Monday 12 noon and the other on Thursday at 5 pm—check your Facebook Insights for best times and days to post.

  • Pin the blog post image to your Pinterest board and include all the hashtags and links in the description. (Pinterest is best for evergreen events; if the thing you are promoting has a set date, don’t use Pinterest)

  • Post to any social groups or communities you are in


2 weeks out from the event

Promoting

  • Add additional information (images, links, testimonials) on the Facebook Event page or your regular Facebook page; ask people to share the Event—add back to the blog, too

  • Add more Tweets with hashtag (suggested 10-15/day), schedule

  • Create two more Facebook posts for the Event and make it a sponsored promoted post ad for the highest your budget allows. Remember to make the posts fun and interesting with an image that has less than 20% text. Post one on Monday and the other on Thursday (if Sunday is better, post then!)

  • Create Facebook Ad(s) with an external link to website sign-up page or product page

  • Optional: Create a second promotional YouTube video update

  • Post the blog post to a LinkedIn personal account and then to specific groups on the Promotions tab

  • Third email sent to your list—add updates, new features, and benefits

  • Re-pin videos and new images to Pinterest boards

  • Post in important groups and communities


One week out from the event

Build the buzz

  • Create two more Facebook Posts for the event and make them sponsored promoted posts for the highest your budget allows. Remember to make these particular posts fun and interesting with an image that has less than 20% text. Post one on Monday and the other on Thursday

  • Create a new Facebook ad with external link to website sign-up page or product page

  • Continue Tweets with hashtag, schedule, add time, text, “Next week! In six days,” etc.

  • Twitter ads: you can specify the budget and the the tweet(s)

  • Fourth email sent to your list—add new features and benefits

  • Personally contact your promotional partners to check on their progress with helping; provide anything they need

  • Optional: ramp it up with as many Live social posts as possible (Facebook Live from the page, Instagram Live, YouTube Live, etc).


Day of event

Go LIVE

  • Create a new Facebook post—alternately, edit your original image post and share back to your page

  • Edit Facebook Event—add “Today” and re-post to the page and personal accounts

  • Add “Today” to final tweets

  • Send out an additional email reminder to join the event (to sub-list of people who did not join yet)

  • Post on all the social sites available to you

  • Go live on Facebook and other social sites


One hour to two weeks after the event

Wrap it up

  • Create and send out thank-you tweets and hand-written notes to any special guests and your promotional partners

  • Write thank you on Facebook page or event page with any additional links and images

  • Follow up with email marketing to new people who joined your list


Learn more from Phyllis in Pulse Academy, your trusted source for social media education!

Logo for Pulse Academy, powered by Agorapulse


Phyllis Khare @phylliskhare
I’m the original Co-Founder of Social Media Manager School, now powered by Agorapulse and re-designed here in the Social Media Pulse Community.


Tell Us Below:

What are your “must-dos” on social media before, during, and after events?

This timeline has been used by social media managers all over the world for years to produce successful events. Use it as a first step to craft a checklist that you and your team can use for event after event. I hope you find this checklist helpful. Let me know if you’ve used it in the past or planning to use it in the future.

1 Like