Australian Government - TRA
Australian Government - TRA

Social Media Toolkit

Social media has revolutionised our world in a few short years with its unique way of communicating, relating and sharing. Not only are most of the platforms free to get started, they’re easy to use and accessible through mobile technology.

Australia’s most successful and growing regional events are using social media platforms to create strong event attendance and reputation. By connecting their events to communities of interest, they create networks of advocates and take the pressure off marketing budgets.

Social media is now the norm! This fact is supported by research conducted through the Destination Visitor Survey’s report, Events: Drivers of regional tourism, which found:

  • nearly 80% of people who attended a regional event in Australia used social media, and nearly one-third (30%) of them used social media to engage with the event before, during and after.


So what does this mean for promoting my event?

Through the Destination Visitor Survey program, Tourism Research Australia together with the South Australian Tourism Commission and Tourism Victoria, contracted iSpy Research to produce the toolkit, Get social and improve your event!  The toolkit was developed to give event organisers and marketers real, hands on, ‘how to’ lessons to help make the most of every marketing dollar spent promoting their event.

You can take advantage of social media to promote your event by working your way through the eight steps to success.

 8 steps to success road map. Step 1: Define your claim to fame Step 2: Identify target audiences Step 3: Create your own media channels Step 4: Identify free event guide channels Step 5: Understanding the phases of event communications Step 6: Create Grea

Click here to download a pdf version of the toolkit. 

Full research reports for the social media project are available upon request from