This document provides guidance on using social media as part of an overall event marketing strategy at the University of Tennessee. It outlines key steps to plan and prepare for an event, including setting goals, identifying resources, creating a calendar and hashtag, and collaborating. It also discusses ways to promote the event through teasers and during the event by covering, encouraging participation, and monitoring social media. Lastly, it recommends ways to wrap up an event by aggregating content, creating photo galleries, and analyzing the event's effectiveness through metrics.