What to do when Facebook goes down (again)

Facebook does not owe you anything, it does not exist to serve you, or your event marketing.

On top of issues around privacy, shady back-office dealings, coverups and more, Facebook (and Instagram, owned by Facebook) in the last week has gone down/ceased working for millions of people around the world.  A stark reminder that the most popular social network around the world is not a public service, nor a right that we can demand.  Essentially, Mark Zuckerberg could take the site offline tomorrow.

Where would that leave you, and your event?

As an Event Director, this must be a consideration for your future marketing plans.  If you ran an event before Facebook event pages were the norm, what did you do?  How did you get the word out to people across the world about your event?

If you have never run an event without the social network to assist you in getting the word out, how would you do it without Facebook?

The rise of email (again)

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I wrote about email marketing last year: West Coast Swing Event Marketing: Why Email? and the advice hasn’t changed.  You must start building your email list, and if you already have an email list, you must start actively engaging with your subscribers.

Things to consider

In the USA – make sure you understand CAN-SPAM laws related to commercial messages sent via email, here is a quick overview: https://www.forbes.com/sites/forbesagencycouncil/2018/06/06/is-your-email-marketing-compliant-with-the-can-spam-act/. Basically, in the US, you must not mislead, and you must clearly give people a way to OPT-OUT.

In Canada – CASL is the law you must be aware of, it is more restrictive than the laws in the USA.  Here is some reading on when you can and cannot email a commercial message: https://mailchimp.com/help/about-the-canada-anti-spam-law-casl/ . In Canada, you must have a clear documented trail of someone OPTING – IN to receive your messages.


There are many low-cost solutions available to you to manage your email list, create good looking emails, and crucially, keep compliant with opt-in/opt-out capabilities that your own gmail/yahoo/hotmail address does not allow.

If you are going to email commercial messages about your event, you must never, ever, ever, ever, ever use your own email address and a bcc list.

Have a look at these professional platforms:

Constant Contact
Mad Mimi 


Depending on the average age of your audience, it is likely that 50% – 70% of the people who receive your emails will access them on a smart device.  Make sure that the template you use is set up to display properly on a small screen, otherwise, people simply will not read it, and they will stop opening it.

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When switching to email communication, it is important to find a balance of how often to send messages.  A simple rule of thumb is to do it less than you would post on Facebook, and to include more information with each send.

Your Website

West Coast Event websites can often be a little neglected… let’s be honest.  If a particular website just popped into your head, you know exactly what I mean.

However, no matter if your website is kinda-outta-date, or new and snazzy, it isn’t the design that matters, really.  It is the useable, findable, and up-to-date information that matters. 

You don’t have to spend a fortune on a new website, but you do have to invest some time (and maybe some money) in making sure that your site works properly, that the information is up to date, and that people can find the information they need easily on your site.

On top of that, can people find your website?  If you type your event name into Google, does your website show at the top of the results?  If not, you need to invest some effort into Search Engine Optimization (SEO for short).

Non-digital methods

In a (hypothetical) world without Facebook, you still need a social network!  Connect with local organizers everywhere you possibly can.  Support them in their endeavours, and ask for their support in yours.  Share messages with them about your event and ask them to share it with their local dancers.  Give them flyers for your event, and of course, always reciprocate!  In a world without the reliance on a Facebook event page, you need a way to reach further than your own community…. if you run an event, and haven’t been out on the event circuit recently, meeting new people and catching up with old friends, it might be time to dust off those dance shoes and get back out there.

Other ideas include:
– Sponsoring something at a nearby event, to get exposure to those dancers
– Offering event passes as prizes to other EDs
– Advertising opportunities (like the US Open Program)
– Cross promotion with other complimentary dance styles, like Hustle, Zouk, Ballroom, etc.

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West Coast Swing Event Marketing: Why Email?

In the last two and a half years that I have been an active member of the event going community, I can honestly say that e-mail is the most under-used tool for many events,  West Coast Swing event marketing can be so much better.

Why e-mail?

There are so many reason why email wins when it comes to West Coast Swing event marketing:

Email marketing is the undisputed champion of return on investment (ROI) with a 3800% ROI, or $38 return for every $1 invested.

You are 6 times more likely to get a click-through from an email campaign than you are from sending a tweet. – Campaign Monitor

Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey

When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail or other channels. – DMA

A message is 5 times more likely to be seen in email than via Facebook. – Radicati

Email is such a powerful tool for two powerful reasons: 

      1. It’s based on permission.  When people give you their email address, they are giving you entry to their inner world.
      2. It is based on action.  An email has to be opened, or deleted.  Social media can be completely passive, but an email requires a negative or positive response from the receiver.  This need for response keeps people engaged with you.  That presence in their lives is powerful.

Think about your own behaviour, how often do you check your emails each day?  92% of online adults use email, with 61% using it on an average day, according to  Pew Research.  90% of email gets delivered to the intended recipient’s inbox, whereas only an average of 10% of your Facebook fans see your posts in their News Feed. – Forrester Research.

With social media, the platform and the user control the deliverability of your messages. With email, it is a one-to-one relationship.