Promoters, we’re always looking for ways to increase our bottle sales and attendance to events.  The best way to do this is by relationship building.  Now that our entire lives are on social media, there are some rules that you need to follow to help you be persuasive about your events and promotions.

I share those tactics below and analyze how they can best be applied to a social media audience.

1. Reciprocation – You Give and You Get

It’s the oldest trick in the book.  Reciprocation is built upon the assumption that if you give something as a gift and then ask the recipient for a favor, they’ll respond with what you’re asking for.

For example, Foxhole Bar on South Beach will give you a free drink on their opening week, in return for your name, email address and phone number.  You give a free drink and you get an email address. That’s reciprocity.

2. Social Proof – Are you as popular as you think?

When party goers make decisions, they often look to other people for clues.  That’s why promoters are so necessary.  This is called social proof. Here are a few indicators that your venue can use to measure its social proof in the social media world.

• Subscriber or follower counts – Are there a lot of people following this venue or promoter?  Then I guess I should be following too.
• Reviews – If I see that over 400 people have reviewed this venue and the average is a 2 star rating, I’m more likely not to go.
• Comments – Facebook posts with hundreds of comments suggest that it is a very good (or very controversial) post. I’m more tempted to see what’s going on.
• Share counts – If I see an event has been shared or tweeted 150 times, I’m more likely to look into this event.

Bottom line: When it comes to social media, a large audience is golden.

3. Liking – Who is handling your social media?

Liking your Facebook page is very different from liking your venue.  If you want success at social media management, you need to pay very close attention to who is handling your twitter and Facebook.  Here are some qualities they need.

• Be warm and personable – Whether you’re on Twitter or Facebook, talk to people how you would interact with them on their first visit to your event.
• Give people things they want – For example, if you know someone is looking for a restaurant in the Miami Beach area, guide them to a spot near your nightclub and invite them after for a drink.  Be there hero.
• Be polite – Your personal twitter is very different from your company twitter.  Unfortunately, some people forget this. If you can’t say anything nice, don’t say anything at all and save it for personal time.
• Be funny – If you have a sense of humor, flaunt it online. People love to laugh.

4. Authority – Why You Must Listen to Me

What does authority look like in social media? Maintaining relationships with other promoters, PR people and event coordinators can only help.  For example, if your event gets published in a popular online blog or offline magazine, display that on your social accounts.

Highlight your exceptional achievements in your social media interactions and you’ll have greater influence with your audience.

5. Scarcity – Last Chance to Be Popular

Scarcity is another way of saying you have a limited supply of something. When it comes to social media, weave scarcity into your efforts.

• Limit your interactions online – Have a popular DJ host a 30-Minute     Q&A on one of your social networks and have him reply directly from your account.
• Time your interactions – When are nightlife people likely to make their decision about going out?  Find out the best times you need to be online and make it a point to get on and off between those times.  Master social media timing and you’ll increase your social media performance.
• Use deadlines – Example:  The first 50 people to retweet this in the next 10 minutes get a free t-shirt from some famous DJ.

Conclusion

To be successful in the nightlife, you must ask people for help. But first, you have to convince them to comply with your requests.

Promoters, listen carefully:  Social media allows you to do that by giving you the tools to be a connecter and persuader, whether offline or online.