Using Facebook’s Event functions, you can invite users to any event, be it real or virtual. Events are great for rallying Page members around a timely happening, whether it is a sale, movie opening, menu revamp, or new product launch. Plus, because Events have a dedicated tab on your Page, Page members can easily see what you’re up to.
Events are quick and easy to set up, perfect for creating a quick response to a time-sensitive issue. This makes them a no-brainer for inclusion in your Facebook marketing strategy. On the flip side, they are also easy enough for anyone else to make, leaving a lot of Event clutter on the site. This makes it harder (but not impossible) to use Facebook Events effectively. You just need a little extra effort to make your Event stand out.
The best way to use an Event is as you would use a printed invitation: when you have an actual event to promote (Figure 5-1). Using Facebook to send event information is a lot faster (and cheaper) than printing and mailing invitations to all your contacts.
Facebook Events can also make a great accompaniment to an email announcement or an actual invitation. You may want to send select people ...