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Social Media Tips for Event Profs – BizBash

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Social media changes rapidly—and what worked last year might not work in 2024. (Just look at X’s, or Twitter’s, dramatic revenue loss after many major platforms have stopped posting or advertising on the platform.) So what does work on social media right now, particularly for event professionals?

“We don’t just want our audience to understand what we do—we want them to know who we are,” says Zoe Haynes, the sales and marketing coordinator for PlatinumXP who oversees the event planning agency’s digital marketing. “Social media has evolved into a space for cultivating relationships and building trust. We utilize various platforms to tell stories—the story of an event transformation, behind the scenes with our production crew, or maybe even some fun office shenanigans with our CEO.”

Haynes’ focus on maintaining a consistent, authentic brand presence was a common theme among event professionals we spoke to about how they’re using social media right now. It’s all about “fostering an ongoing connection with our followers,” agrees Elias Contessotto, social media manager for event production company 15|40.

But remember: Not every platform is created equal. Contessotto stresses the importance of tailoring your approach with each platform—but also not being afraid to experiment a bit to ensure you’re staying ahead of trends and maximizing audience engagement. “By creatively testing new tactics, we gauge audience response and efficacy, gradually integrating successful approaches into our channels,” he explains. “This iterative process empowers us to refine our content strategy continuously, adapting to evolving trends and audience preferences.”

In short, “It’s all about meeting your audience where they’re at,” says Taylor Elliot, vice president of marketing and brand strategy for Shepard Exposition Services. “Social media is such a great tool to amplify your brand voice. I always say as marketers we need to create a system that works for our brand even when we are sleeping, and social media is one of the tools to help achieve this.”

LINKEDIN & INSTAGRAM

From our conversations, LinkedIn and Instagram quickly emerged as the two top platforms in the event industry. “Instagram is our go-to for showcasing stunning event photos—however, LinkedIn holds equal if not greater importance in our strategy,” explains Haynes. “While Instagram captures attention with its visual allure, LinkedIn allows us to dive deeper into industry conversations and build relationships with our peers.”

Contessotto likes to target a B2B audience with 15|40’s LinkedIn presence, posting content that focuses on industry insights, professional networking, and collaborations with studios. “We often share static posts similar to those on Instagram, tagging relevant studios to expand our reach,” he says, noting that LinkedIn posts are often reshared by team leaders and executives. “LinkedIn [also] serves as a prime platform for spotlighting press coverage, award nominations, and industry highlights.”

On Instagram, meanwhile, Contessotto expands 15|40’s content to cater to both B2B and B2C audiences. “We share visually engaging posts that highlight our expertise, industry leadership, and collaborations, appealing to a wider range of followers,” he says. “Instagram will have ‘POV’ content, which is much more personal and requires less high-quality tools to tell our story. I came to 15|40 from an influencer background, and from experience, I notice that more amateur content does better on that platform, like using an iPhone for reels rather than a DSLR camera.”

Heather Rouffe, director of sales at Atlas Event Rental, also appreciates the more personal touch that can come with Instagram. “Through that platform, we strive to educate the industry, create brand awareness, and most importantly to us, show the personal side to our company, brand, and rentals,” she explains. “With so much of the human side of things lost in a digital age, being personable and showing the people behind the brand is very important to us. We find the clients really appreciate the behind-the-scenes content and becoming familiar with the Atlas crew.”

On the flip side, though, that doesn’t mean LinkedIn can’t get a little personal. Al Mercuro, senior account director at trade show display company Genesis Exhibits, prioritizes LinkedIn due to the connections he’s been able to make with marketing directors and event directors at companies he’d like to do business with.

“I try to not promote my company as much as my brand by sharing information that will help them in their jobs—I find I get many referrals this way,” Mercuro notes. “I believe it is also a living resume; before I meet with someone, they will often check out my LinkedIn page to learn more about me. The more you can build up your profile and the number of connections you have adds to your value and makes it attractive to have them want to work with you.”

Jonathan Kazarian, the founder and CEO of Accelevents, also uses LinkedIn to build up his personal thought leadership—and therefore, build awareness of his event management software company. “Ninety-nine percent of what I share on LinkedIn is professional,” he says. “I’ll share something about my personal life to build connection, but that’s not my focus with LinkedIn.” 

FACEBOOK, TWITTER (X), TIKTOK, & MORE

In a sign of changing times, most of the event professionals we spoke with are not investing much in Facebook or Twitter (now known as X)—though many are still updating them. 

“We push out all of our Instagram content to our Facebook, to ensure our followers and intended audiences on both platforms are receiving similar content,” says Contessotto. “We also maintain our Twitter, or X, channel to share some of our event photos, as well as retweet content that clients we work with post that are captured at our events.”

Mercuro finds that Facebook is still an effective way to reach older generations—but for younger generations, he’s found some success marketing events on TikTok. “I am a board member of a nonprofit concert venue, and we needed to attract a younger audience,” he remembers. “I suggested we work with a local university and their marketing classes to take on a project like our organization to give them real-life experience. They chose to use TikTok to reach the younger demographics in our area, and it has been extremely successful.”

Contessotto agrees that TikTok is naturally very Gen Z-oriented, so content should be tailored accordingly. “We’ve noticed that we typically receive high engagement when our content is celebrity-focused,” he says. “Our team is constantly working to balance out our TikTok pages to include viral content, as well as videos that highlight our diverse portfolio of work to attract the right kind of audience.”

Haynes says she’s still exploring TikTok’s potential for Platinum XP. “I’ve noticed its popularity as a discovery platform,” she says. “It’s a great tool for driving awareness, but we should also consider whether our target audience is active on TikTok.” One tool that Haynes does invest time in? Pinterest. “It’s a powerful tool for SEO purposes. Its visual nature allows us to drive awareness to our website through captivating photos. By sparking curiosity, we encourage users to click through and explore further.”

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Trump could cash out his DJT stock within weeks. Here’s what happens if he sells

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Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.

Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.

Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.

Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.

Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.

Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.

Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.

As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.

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Arizona man accused of social media threats to Trump is arrested

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Cochise County, AZ — Law enforcement officials in Arizona have apprehended Ronald Lee Syvrud, a 66-year-old resident of Cochise County, after a manhunt was launched following alleged death threats he made against former President Donald Trump. The threats reportedly surfaced in social media posts over the past two weeks, as Trump visited the US-Mexico border in Cochise County on Thursday.

Syvrud, who hails from Benson, Arizona, located about 50 miles southeast of Tucson, was captured by the Cochise County Sheriff’s Office on Thursday afternoon. The Sheriff’s Office confirmed his arrest, stating, “This subject has been taken into custody without incident.”

In addition to the alleged threats against Trump, Syvrud is wanted for multiple offences, including failure to register as a sex offender. He also faces several warrants in both Wisconsin and Arizona, including charges for driving under the influence and a felony hit-and-run.

The timing of the arrest coincided with Trump’s visit to Cochise County, where he toured the US-Mexico border. During his visit, Trump addressed the ongoing border issues and criticized his political rival, Democratic presidential nominee Kamala Harris, for what he described as lax immigration policies. When asked by reporters about the ongoing manhunt for Syvrud, Trump responded, “No, I have not heard that, but I am not that surprised and the reason is because I want to do things that are very bad for the bad guys.”

This incident marks the latest in a series of threats against political figures during the current election cycle. Just earlier this month, a 66-year-old Virginia man was arrested on suspicion of making death threats against Vice President Kamala Harris and other public officials.

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Trump Media & Technology Group Faces Declining Stock Amid Financial Struggles and Increased Competition

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Tech News in Canada

Trump Media & Technology Group’s stock has taken a significant hit, dropping more than 11% this week following a disappointing earnings report and the return of former U.S. President Donald Trump to the rival social media platform X, formerly known as Twitter. This decline is part of a broader downward trend for the parent company of Truth Social, with the stock plummeting nearly 43% since mid-July. Despite the sharp decline, some investors remain unfazed, expressing continued optimism for the company’s financial future or standing by their investment as a show of political support for Trump.

One such investor, Todd Schlanger, an interior designer from West Palm Beach, explained his commitment to the stock, stating, “I’m a Republican, so I supported him. When I found out about the stock, I got involved because I support the company and believe in free speech.” Schlanger, who owns around 1,000 shares, is a regular user of Truth Social and is excited about the company’s future, particularly its plans to expand its streaming services. He believes Truth Social has the potential to be as strong as Facebook or X, despite the stock’s recent struggles.

However, Truth Social’s stock performance is deeply tied to Trump’s political influence and the company’s ability to generate sustainable revenue, which has proven challenging. An earnings report released last Friday showed the company lost over $16 million in the three-month period ending in June. Revenue dropped by 30%, down to approximately $836,000 compared to $1.2 million during the same period last year.

In response to the earnings report, Truth Social CEO Devin Nunes emphasized the company’s strong cash position, highlighting $344 million in cash reserves and no debt. He also reiterated the company’s commitment to free speech, stating, “From the beginning, it was our intention to make Truth Social an impenetrable beachhead of free speech, and by taking extraordinary steps to minimize our reliance on Big Tech, that is exactly what we are doing.”

Despite these assurances, investors reacted negatively to the quarterly report, leading to a steep drop in stock price. The situation was further complicated by Trump’s return to X, where he posted for the first time in a year. Trump’s exclusivity agreement with Trump Media & Technology Group mandates that he posts personal content first on Truth Social. However, he is allowed to make politically related posts on other social media platforms, which he did earlier this week, potentially drawing users away from Truth Social.

For investors like Teri Lynn Roberson, who purchased shares near the company’s peak after it went public in March, the decline in stock value has been disheartening. However, Roberson remains unbothered by the poor performance, saying her investment was more about supporting Trump than making money. “I’m way at a loss, but I am OK with that. I am just watching it for fun,” Roberson said, adding that she sees Trump’s return to X as a positive move that could expand his reach beyond Truth Social’s “echo chamber.”

The stock’s performance holds significant financial implications for Trump himself, as he owns a 65% stake in Trump Media & Technology Group. According to Fortune, this stake represents a substantial portion of his net worth, which could be vulnerable if the company continues to struggle financially.

Analysts have described Truth Social as a “meme stock,” similar to companies like GameStop and AMC that saw their stock prices driven by ideological investments rather than business fundamentals. Tyler Richey, an analyst at Sevens Report Research, noted that the stock has ebbed and flowed based on sentiment toward Trump. He pointed out that the recent decline coincided with the rise of U.S. Vice President Kamala Harris as the Democratic presidential nominee, which may have dampened perceptions of Trump’s 2024 election prospects.

Jay Ritter, a finance professor at the University of Florida, offered a grim long-term outlook for Truth Social, suggesting that the stock would likely remain volatile, but with an overall downward trend. “What’s lacking for the true believer in the company story is, ‘OK, where is the business strategy that will be generating revenue?'” Ritter said, highlighting the company’s struggle to produce a sustainable business model.

Still, for some investors, like Michael Rogers, a masonry company owner in North Carolina, their support for Trump Media & Technology Group is unwavering. Rogers, who owns over 10,000 shares, said he invested in the company both as a show of support for Trump and because of his belief in the company’s financial future. Despite concerns about the company’s revenue challenges, Rogers expressed confidence in the business, stating, “I’m in it for the long haul.”

Not all investors are as confident. Mitchell Standley, who made a significant return on his investment earlier this year by capitalizing on the hype surrounding Trump Media’s planned merger with Digital World Acquisition Corporation, has since moved on. “It was basically just a pump and dump,” Standley told ABC News. “I knew that once they merged, all of his supporters were going to dump a bunch of money into it and buy it up.” Now, Standley is staying away from the company, citing the lack of business fundamentals as the reason for his exit.

Truth Social’s future remains uncertain as it continues to struggle with financial losses and faces stiff competition from established social media platforms. While its user base and investor sentiment are bolstered by Trump’s political following, the company’s long-term viability will depend on its ability to create a sustainable revenue stream and maintain relevance in a crowded digital landscape.

As the company seeks to stabilize, the question remains whether its appeal to Trump’s supporters can translate into financial success or whether it will remain a volatile stock driven more by ideology than business fundamentals.

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