The days of using social media strictly to post event pictures afterwards are over. You’ve got to do more than that to make an impact. Create an event hashtag to use in posts leading up to your event and encourage your attendees to do the same. You should also be using social media to gain momentum and buzz for the big day. Consider running contests for free tickets, packages or giveaways. Also, use social media to induce FOMO (fear of missing out) into your audience. Use videos from previous events, engage with your followers and answer any questions they could have about the event (parking, ticket fees, location, etc.).