• Pauline Kwasniak

Promoting your MICE agency on social media

Updated: Jun 6, 2020

Before you start planning your digital and social media marketing strategy, you should first carry out the digital audit of your business. What is your marketing budget and what % do you allocate towards digital? It shall be higher than none digital marketing activities. In general, a ratio 60: 40 to digital, is considered good.

Also, how good is your website? How fast does it load and is it mobile optimised? You might think this comes automatically but even if you are using WordPress for example, there are a lot of extra plugins that can help with speed or optimisation.


Before you start anything on social media, you must consider these 4 crucial points.

-Social media design style guide

-Social media Policy

-Social media Budget 

-Social media Strategy (with clear objectives and metrics to measure). 

1. Social Media Style Guide It’s a document you create in order to figure out and clearly define the tone of your social voice, brand colours you will use across social, words that relate to your brand (creative, digital, serious etc), and visuals that make your brand ( image of stars, the world, mobile, flowers, and so on).

The tone of voice of the messages, that you communicate on social media is crucial.  Fun, serious, informative, evoking trust? You need to decide on it now! You can highlight various words that adhere to your brand/event like " Energetic " " Motivational ", "New Technology".  Allow that to guide you when posting.  Colour palette. This is also really important and often omitted. Try to choose colours that reflect your mission and tone of voice. If your event is about sustainability your colour palette should be the various shades of green for example. Orange symbolises innovation, blue trust.

2. Social Media Policy  A social media policy is a crucial tool/document for any organisation/company that uses social media in their marketing. A social media policy isn’t just a set of rules. It guides, advises and inspires in best and worst-case scenarios.  A good social media policy is a living document that provides guidelines for your organization’s social media use. It covers your brand’s official channels, as well as how your team members or employees use social media (Both personally and professionally - at work and at home ). What is acceptable, how to post, what to post, who will post what, how to respond to comments, how to conduct yourself on social and more.

3. Social Media Budget Budgeting will ensure that you will have the funds to achieve your goals, whether promoting a new event or driving ticket sales on a current event.  Without your accurate social media marketing budget, it’s impossible to know the true ROI of your promotional work. 4. Social Media Strategy  A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media.  Set S.M.A.R.T. goals: Specific, Measurable, Attainable, Relevant, Time-bound. Create specific goals/objectives and metrics to measure to see if you are achieving these goals  For example:

Goal 1= Grow brand/event awareness

Metrics to measure 1 = Nr of new followers

Goal 2 = Turn clients into event advocates Metrics to measure 2 = Nr of Reshares and @mentions Goal 3 = Drive leads and ticket sales Metrics to measure 3 =  Website clicks, email sign-ups  CONTENT: POSTING A LITTLE OR A LOT? Once you have these 4 main points figured out and aligned, you can decide on the content you will be creating. Should you post a lot or a little? We would suggest to initially post a lot of different content assets, in order to see what works. Testing is VITAL.

MEASURE RESULTS and analytics, and see what messages work. Use a number of tools to measure your results and compare. Of course, there is a lot of information online available about the right time of posting, the right size and colours of images, the right number of words so on ... But to be honest, you should take it only as a guide and do your own research. You will be able to carry it out only by posting a lot and testing. Your own research should make a base for your own strategy, tailor-made to your own audience and user personas (more on that below). Only then you will be able to decide what works for your audience.


A persona, in user-centred design and marketing, is a fictional character created to represent a user type that might use a site, brand, or product in a similar way. You should strive to create a person of your customer but also of your social media audience. In some cases, they might be similar. If you understand who your target audience is, you will strive to create a content strategy that appeals to them and provides value, entertainment, information or excitement.

Example of personas for Irish tourism.

Failte Ireland has identified 3 key personas of users/travellers that visit Ireland (PRE- COVID TOURISM RESEARCH) their main motivations, belief, hobbies and interests, behaviours online and barriers for visiting. For that reason also their social media content has been designed accordingly to reach these personas. They to indicate similar personas to your business/social media channels.




In the next blog posts, I will be sharing a personas template for MICE /events agencies.


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