How we are using Facebook events at Bradford Council

We have had some success with Facebook events at Bradford Council recently. I’d like to share with you what we’ve been doing and some of the things that we’ve learnt.

For several years I had mostly disregarded Facebook events. The number of people ‘going to’ a Facebook event rarely translated into people turning up to the actual event, and a lot of people ignored all invites anyway.

But Facebook events have quietly become more relevant again. Events have become so useful for our City Park Facebook Page that we have refocused our content priorities in favour of events. Facebook events now account for three quarters of all our posts on the City Park Facebook Page.

While you can create events as an individual, or in a Facebook Group, all our recent events have started life on Facebook Pages. Here are a few things we’ve done that you might like to try.

Encourage people to subscribe to event alerts

As the admin of a Facebook Page, you can’t invite people who like your Page to an event. But you can encourage people to subscribe to your Page’s events. If someone subscribes to your Facebook events, they will get a notification every time you add a new one near them.

The Facebook Page for Bradford’s City Park has 10,000 likes, but just as importantly it has 1,000 event subscribers. That’s 1,000 people who will get a notification whenever a new event is added.

Considering how hard it can be to get organic Facebook content into people’s newsfeeds, it is a real advantage to be able to notify people every time an event is created.

We have also stopped automatically publishing new events to our timeline and to our followers’ newsfeeds. Our event subscribers will get an immediate alert for new events, but we have control over the scheduling of how new events are shared publicly to people who like the Page. This helps us spread out our Page posts, but also adds an extra incentive for people to subscribe to our events alerts. Subscribers will find out about new events a day or two earlier than people who simply like our Facebook Page.

How to change whether new Events will be published to your Page timeline
How to change whether new events will be published to your Page timeline

You can also use other channels to encourage people to subscribe to your Facebook events. You could include a subscription link in newsletters, blog posts or on Twitter. Our City Park Twitter account has this Tweet pinned to the top of our profile:

As well as promoting events subscriptions through other channels, we have also promoted specific Facebook events in other channels too. For example, our blog post about events remembering the Battle of the Somme included links to several Facebook events. Continue reading How we are using Facebook events at Bradford Council