A few months back when cleaning out my invites, I saw a section on the “My Network” tab of the LinkedIn app called “Events.”
Well, it’s been a few months and much to my surprise, I haven’t seen anyone use these.
With thousands of adoring fans connections hanging on every word of my George R.R. Martin-esque agency-side publishing schedule (I swear, my follow-up to “Benjamin Franklin—The Father of Content Marketing?” is coming), I would expect at least one person to send me a webcast invite.
But no. No webcasts. Not even an MLM pitch. Shocking.
At first, I had a moment of self-awareness. Maybe I have an inflated sense of self? No. That can’t be it. Every person pitching their guest blog loves “unspecified article.” Of course someone wants me at their event.
Well-Hidden and Barely Talked About: LinkedIn Events
So I did a bit of digging, only to find out that the ability to create a “LinkedIn Event” is well-hidden. Don’t believe me? Head over to LinkedIn and look at the left-hand column between “Groups” and “Followed Hashtags.” That’s the only place you’ll find the feature.
Added to this, most search results will share how to promote an event on LinkedIn, but few are in place to discuss LinkedIn Events.
What Are LinkedIn Events?
Like Facebook’s events, LinkedIn Events are a way to connect in real life with others. Per LinkedIn:
The LinkedIn Events feature provides members with an easy way to create and join professional events that interest them. This feature helps grow active, professional communities by building authentic, face-to-face relationships. LinkedIn members can use the feature to connect online with other members so they can meet them offline in a professional capacity.
LinkedIn summed up this feature in minute-long video.
Notably, the fanfare is summed up perfectly too—at time of publish, the video has less than 2,000 views.
It’s a Reboot—If You Knew about it the First Time
Did you know that on November 26, 2012, LinkedIn shut down events? Neither did I. Apparently, LinkedIn Events version 1.0 launched in 2008, was quietly cancelled in 2012, and was just as “well-known” as it is today. LinkedIn-Makeover’s Donna Serdula summed up the 2012 cancellation perfectly:
“[…] there will be two reactions to this… There was a LinkedIn Events application? [or] NO WAY!!!!! I LOVED LINKEDIN EVENTS!”
From what I can tell, the initial edition was like cult classic TV shows Twin Peaks or The Tick, loved by an incredibly limited audience, cancelled before its time, and recently rebooted.
How-To: Create an Event on LinkedIn
So now that you learned that LinkedIn Events are a thing and what they are supposed to do, let’s dig into the ‘how.’ Before you get started, you will need to have the following information.
- Logo Image (1:1 Aspect Ratio, 400px x 400px)
- Cover Image (4:1 Aspect Ratio, 1776px x 444px)
- Event Name (Required)
- Location (Required)
- Venue Details
- Date and Time, Time Zone
- Description (Required)
- Link to the Ticketing/Registration Website
- Public Event or Private
- Public: Anyone can view the event and choose to attend.
- Private: Only invitees or people with the event link can view. Non-invitees need your approval to attend.
To show step-by-step instructions, I’ve volunteered to help our friends at the Construction Marketing Association to promote their 2020 Construction Marketing Outlook Webcast.
Desktop
Go to the LinkedIn Homepage. From the Interest panel on the left rail, click the Plus icon next to Events.
A “Create Event” overlay will appear. Fill out information.
Click “Create.” You will be redirected to the event page. For more information, head down to the “promote a LinkedIn Event” section below.
Android and iOS Devices
In addition, you can just as easily create the event using an Android or iOS device. To create an event:
- Tap your profile picture in the home screen.
- In the panel that appears, scroll down to the Eventssection and tap Create Event.
- In the pop-up window that appears, enter the required information in the fields provided.
- Tap CREATE.
A few notes. First, LinkedIn has mentioned that the functionality “is being rolled out” and you may not yet have access to this. Second, these events are created through your personal profile, though you can share the link to public events.
How-To: Manage and Promote Your LinkedIn Event
Once the event is created, you can see and access the event from the left side of the LinkedIn homepage.
On the Event page, you have a variety of options to set your attendees for success.
Invite Attendees:
Privately invite your first-degree connections. Easily search by name or filter by company, location, industry, or school.
Share Your Event
From the Event page, you can easily share the event with your connections.
Additionally, you can copy and paste the link and share this event using your company page or share to your groups.
Keep Attendees up to Date
Like Groups, you can post updates for attendees including links, posts, videos, and documents. Simply click “start a conversation in this event” and publish like you normally would.
Success in Social: Test and Improve
Whether you’re an event marketer or simply looking to promote your webcast, LinkedIn Events are just one of the many options you have to improve your social media engagement and outreach. Never stop testing and you’ll never stop improving.
One more note: Don’t get too spammy with LinkedIn Events. You know others will.
If you’re looking to do more with your marketing in 2020, get to know Modern Marketing Partners.
