Social Media for Special Events Course

Editorial Take

Social Media for Special Events, taught by best-selling author Eric Schwartzman, is a targeted, practical course for marketers and exhibitors aiming to maximize impact at trade shows. With a clear focus on ROI and audience engagement, it bridges digital strategy with real-world event execution.

Standout Strengths

• ROI-Focused Framework: The course emphasizes measurable outcomes, teaching how social media drives booth traffic and post-event leads. This business-first lens sets it apart from generic social media courses.
• Pre- to Post-Event Strategy: From generating excitement via mobile apps to extending engagement after the show, the curriculum covers the full event lifecycle. This holistic approach ensures lasting impact.
• Influencer Engagement Tactics: Learners discover how to identify and connect with industry influencers during events. These networking techniques enhance brand visibility and open doors for partnerships.
• Email Integration: The course details how to use email effectively before, during, and after events. This reinforces messaging and nurtures leads beyond the show floor.
• Live Blogging Techniques: Tips for live blogging sessions help build online authority and real-time audience engagement. This skill boosts SEO and strengthens social presence simultaneously.
• Search Engine Optimization: A unique module shows how trade show exhibits can boost website SEO. This cross-channel benefit adds significant long-term value for digital marketers.

Honest Limitations

• Limited Hands-On Practice: While concepts are clear, the course lacks downloadable templates or interactive assignments. Learners must self-apply strategies without guided exercises.
• Platform Depth Gaps: Despite strong content, platform-specific nuances (e.g., LinkedIn vs. Twitter) are underexplored. More granular examples would improve usability for beginners.
• Resource Overload: The 6+ hours of supplemental resources are valuable but unstructured. Without curation, learners may struggle to prioritize relevant materials.
• Niche Audience Focus: The content is highly specialized for trade shows, limiting broader applicability. Those in consumer events or virtual-only formats may find some modules less relevant.

How to Get the Most Out of It

• Study cadence: Complete one module per week to absorb strategies and apply them to real or upcoming events. Spaced learning improves retention and implementation.
• Parallel project: Use the course to build a live event marketing plan. Apply each lesson directly to a current or future trade show for immediate ROI.
• Note-taking: Capture influencer outreach scripts and email templates. Organize them into a personal playbook for future use.
• Community: Join Udemy discussion boards to exchange tactics with other event marketers. Real peer insights can enhance course concepts.
• Practice: Run mock social campaigns for past events. Test timing, hashtags, and content formats to refine your approach.
• Consistency: Revisit the ROI module post-event to evaluate success. Track metrics to refine future strategies and justify marketing spend.

Supplementary Resources

• Book: 'The Art of Social Media' by Guy Kawasaki complements Schwartzman’s tactics with broader digital engagement principles.
• Tool: Hootsuite or Buffer can schedule event-related posts, aligning with the course’s pre-show excitement strategies.
• Follow-up: LinkedIn Learning’s 'Event Marketing Foundations' expands on B2B outreach and lead tracking techniques.
• Reference: HubSpot’s Event Marketing Guide offers templates that pair well with the course’s email and SEO modules.

Common Pitfalls

• Pitfall: Overloading social channels with promotional content. Focus on value-driven posts to avoid alienating potential leads during events.
• Pitfall: Ignoring post-event follow-up. The course stresses extending excitement, but learners may skip this without discipline.
• Pitfall: Underestimating email timing. Sending messages too early or late reduces engagement; align with event phases as taught.

Time & Money ROI

• Time: At 7.5 hours, the course fits into a weekend or five evening sessions. High time efficiency for the strategic depth offered.
• Cost-to-value: Paid, but delivers actionable ROI tactics that can recoup costs from one successful event. Justifies investment for professionals.
• Certificate: Certificate of Completion adds credibility to LinkedIn or resumes, especially for marketing coordinators and event planners.
• Alternative: Free webinars exist, but lack the structured, end-to-end framework this course provides for event marketers.

Editorial Verdict

This course is a strong choice for marketing professionals involved in trade shows and special events. Eric Schwartzman’s industry expertise shines through practical, ROI-driven strategies that go beyond surface-level tips. The integration of email, SEO, and social media into a cohesive event plan is particularly valuable, offering a competitive edge in crowded exhibition environments. While not beginner-friendly in terms of platform mechanics, it excels in strategic thinking and long-term engagement planning.

We recommend this course for mid-level marketers, exhibitors, and event managers seeking to prove marketing ROI. It’s especially useful for those transitioning from traditional to digital event promotion. With minor gaps in interactivity and platform specifics, it’s not perfect—but its strengths in strategy, timing, and post-event follow-up make it a worthwhile investment. Pair it with hands-on tools and real-world practice to maximize returns.