NEW YORK For event planners, FOMO, or the fear of missing out, is a powerful tool. Planners can use social media to stoke that feeling before, during, and after an event and in the process build engagement, attendance, and brand loyalty. Candace Montgomery, senior director of event marketing at Essence Communications, discussed how the company plans its social media strategy for some of its biggest events, from the V.I.P. Black Women in Hollywood gala to the Essence Festival, its massive consumer event in New Orleans. By incentivizing social media-posting as well as organically building it into the structure of the event, brands can empower fans to tell their story.
Videography and editing: Godfather Films for BizBash
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