Increase event visibility by creating a conference that’s shareable, social, and seen.
Higher ed association events are central to the member experience. From the annual conference to monthly webinars, they offer opportunities for professional development, networking, and a refreshed perspective on the work of supporting institutions. There’s no better time to capture the excitement and value that comes with membership in a professional organization.
So why do some of these high-impact events fly under the radar year after year?
Word-of-mouth remains the most influential form of promotion, but it looks different in 2025 than it did in 2010. If your event marketing plan is using the same drip email campaigns and one-off social media posts that existed a decade ago, it’s time for a refresh. Today, word-of-mouth means Instagram Stories, selfies on Facebook, and LinkedIn posts from first-time attendees tagging their new conference pals. Your event’s visibility isn’t just about who attends — it’s about who shares.
As association leaders and organizers plan upcoming events, whether they’re in person or online, it’s important to think beyond logistics and session scheduling. How is your event designed to be shared?
1. If you want people to share photos — give them a photo op
If your event doesn’t have at least one irresistible, Instagrammable moment, you’re missing out. We all love a good reason to pull out our phones.
Things to try:
- Branded photo booth station with fun props, event logos, or themes tied to your industry
- Instagrammable backdrops — think neon signs, bold graphics, interactive displays, or murals
- Mini “red carpet” area for speaker or award recipient photos, complete with your logo wall
Who can resist a larger-than-life logo display? This Instagram post from the Western Carolina University Graduate School shows their team members posing for a photo op at last year’s Slate Summit.
2. Make Your Hashtags and Handles Easy to Find
Repetition creates recognition. By the end of your event, every attendee should know exactly where they can find your association online.
Include your social media username and a relevant event hashtag (keep it short and simple!) wherever they can be seen without creating an unwanted distraction:
- Presentation slides (opening and closing, plus speaker decks if you provide templates)
- Event programs and mobile apps
- Room signage and directional posters
- Name badges or lanyards
- Screens during breaks or transitions
When attendees have an easy reference, they’re far more likely to tag you — and that increases the chance you’ll be part of their posts. Which brings us to #3.
3. Share Attendee Posts in Real Time
Earning your audience’s attention is a moment to celebrate! Don’t wait for the momentum to dial down before showing your appreciation.
In the days leading up to your event, leverage platforms like LinkedIn, Instagram, Threads, and Bluesky to interact with members and build anticipation. Then, while the event is happening, use the opportunity to engage with attendees while they are active on social and immersed in your brand. Commit to monitoring social media channels so you can repost attendees photos, quotes from speakers, and comments on the member experience.
Real-time recognition shows all members that the organization is hearing their feedback and enjoying the community alongside them. It validates their excitement and builds deeper affinity with the organization — and that makes others more likely to share, too.
Pro tip: Assign a team member or volunteer to the role of social media ambassador during your event. This should be someone who isn’t busy with logistics and troubleshooting, who can focus on curating a meaningful digital experience.
#PSEWeb is a pro at mid-conference social media shares (see the LinkedIn post for proof), and their attendees love them for it!
4. Give Speakers and Sponsors a Social Media Toolkit
The easier it is to engage with your organization and events online, the more people will participate. Even your most media-savvy speakers and partners benefit from a little extra support to share their involvement.
A customized social media toolkit takes the pressure off by providing pre-designed, easy-to-implement assets. You may want to include:
- Pre-written social media post templates
- Branded images with your event logo and their session info
- Your official hashtag and handles
- Suggested timing for when to post (e.g., “Share a behind-the-scenes photo on Day 1,” “Encourage folks to visit the exhibit hall on Day 2”)
This LinkedIn post from Jenny Li Fowler builds awareness about her speaking engagement at the AMA Symposium for the Marketing of Higher Education — on brand and with all the essential details.. (Note the event hashtag at the bottom of the graphic.)
Final Thoughts
Designing for attention in today’s landscape means more than packing a ballroom. It’s about lighting up feeds, stories, and timelines. When you build sharability into your event’s physical and digital setup, you extend your reach, celebrate your community, and make an impact that lasts long after the closing session.
Ready to turn your next event into a digital experience worth sharing? Let’s team up!
I work with associations to elevate digital engagement strategies — from the main stage to member selfies — so your events are not only well-attended, but widely seen. Let’s connect and start designing an experience your members (and their networks) will talk about.
