The Do’s and Don’ts of Socially Marketing Popular Events

@Cassie | Social

We’ve previously spoken about the opportunities large-scale pop culture events can offer your brand when it comes to speaking about them socially. With eyes from all over the world on happenings like the Olympics and the Oscars, the door is open for you to engage with a whole new audience that wants in on the trending conversations you’re taking part in.


However, it’s imperative for you to remember that although these moments are being shared by millions of people, you need to tread lightly when it comes to posting your own content surrounding them. Chances are you don’t have permissions to be speaking to these events directly, so know what’s allowed before hitting the share button.

The Statistics Surrounding Social Sharing

Why should you be using social media to leverage pop culture events?

  • There are 1.42 billion monthly active users on Twitter and Facebook combined
  • Over the course of 2013, the two platforms experienced a combined 178% growth rate in engagement. This number is expected to grow in 2014
  • Pic.twitter, Tumblr and Pinterest links currently receive the highest engagement rates on Twitter, prompting over 400 acts of engagement per tweet across the world’s top 10 most engaged brands on the site
  • Almost 60% of Facebook users are active every day and spend on average 20 minutes on the site

The Dos and Don’ts

  • Don’t: Directly mention the event’s trademarked name in your postings. Since you don’t have copywriter to trademarked names, the consequences could have legal implications
  • Do: Refer to the event with commonly used phrases. For example, saying The Games or the Globes is acceptable to use and will still be recognizable to fans
  • Don’t: Use any trademarked imagery in your creative
  • Do: Take the opportunity to be original with your images. See how far you can push the creative envelope when generating pictures. You’ll want them to be familiar enough for fans to make the association without running the risk of stepping on the toes of event organizers
  • Don’t: Give away prizing directly associated with the event unless you’ve received explicit permission from the legal team of the event itself to do so
  • Do: Capitalize on these big name happenings by running contests and sweepstakes that help build general excitement

Additions & Feedback

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