Aoife McCrum, Soolnua
Aoife McCrum, Soolnua

Social Media is a marketing team’s dream – where else would you find your target market all in one place? Facebook has 1.55 billion registered users… the World’s population is 7.3billion. But, with such a large potential audience, it also lends itself to what can look like a very cluttered noticeboard. Your aim as a marketer is to make your piece of paper stand out more than everyone else’s.

When developing your strategy to use Social Media as a marketing tool, keep the following in mind…

Social Media shouldn’t be thought of as a place you need to be just because everyone else is there. Do you have the time and resources to maintain these channels daily? Until you are ready to invest extra personnel or outside agency services don’t start building a community online. If you can’t look after them with a level of customer service you believe in and respects that Social Media a global, online and a 24/7 responsibility, you need to wait.

When you are ready to invest time and resources, the first thing you need to look at is your company’s Sales & Marketing goals and objectives for the year ahead. Your Social Media Marketing Strategy should be driven by the same overall aim. All of your campaigns, ideas and thought process for creating content to post on social media need to go through the overall aim filter first. Would you create a print or TV campaign with out going through this process? Probably not!

While Social Media is a great sales tool asset, it is definitely a place that suits a soft sell rather than a hard sell approach. There are 500million tweets sent globally every day – people start to get a little choosy about what they invest their time in reading so don’t make all your content about you and your product. Think of platforms like Twitter, more as a place to exercise all those notes in your CRM system rather than free ad spot in a magazine to quote rates and deals. There is a real opportunity to develop relationships with clients, suppliers, competitors and your wider community to help raise an overall brand awareness.

Social Media dares us all to be a little bit spontaneous with the possible reward of something going spectacularly viral – go on, live a little!

3 Quick Tips to becoming a MICE Tweeter:

  1. Don’t use it as a reactive marketing tool – start the conversation first!
  2. Tweet your opinions on a subject / article publication rather than just sharing the title + link – thought leadership status can help share your business’s ideas and culture.
  3. Seek engagement from your fellow #meetingprofs #eventprofs by using tools like Twitter’s new Polling feature – ask questions as well as making statements.

Aoife McCrum

Q: Who am I?
I’m Aoife McCrum and I am the Social Media & Digital Marketing Manager at SoolNua.

Q: What’s my passion?
I love all things digital and have a certain knack for video editing. I’ve produced and directed all the destination videos that you can find on our YouTube channel. I also love Yoga and attend classes 3 days per week.

Q: 3 things about me you wouldn’t believe …
I’ve competed at the highest level with the Discus.
I run an on-line business GreenMan Clothing which sells funky tee shirts.
I make amazing cupcakes.

Q: How did I get here?
I studied Marketing & Advertising at College in my hometown, Dublin. Through the four years of study and projects, my love for all things digital grew rapidly. We ran large scale events and advertising campaigns for clients with that naive wackiness and freedom you are allowed as a student. I had ample opportunity to experiment with and integrate Social Media & Digital Marketing into these projects.

I also have extensive experience in the hospitality industry having worked throughout college at the Milano/Pizza Express franchise.

After my college years, I interned at Ovation MCI, with their Global Sales & Marketing team in Dublin. It was there that I met Patrick & Pádraic for the first time before becoming SoolNua’s first employee in January 2014.



A long-time meetings industry addict, Gorazd is the Founder and owner of marketing and event agency Toleranca Marketing. He has many years of experience in planning, preparing and carrying out large international meetings and exhibitions. As the founder of the "Power to the Meetings" methodology, he still firmly believes in the power of live events and human to human communication. He is also the author of numerous articles and editor-in-chief of the meetings industry magazine Kongres Magazine.