Turning Event Promotion Into a Measurable Amplification Program

How Biocom Activated Speakers, Sponsors, and Attendees at Scale

Event managers have to balance speakers, sponsors, logistics, and last-minute changes, leaving little time for complicated promotion plans. Instead of building elaborate campaigns, activating word of mouth through structured social media amplification is both highly effective and surprisingly simple to set up.

For Biocom, it became a coordinated, measurable system that empowered speakers, sponsors, and attendees to extend the event’s reach in their own voices without adding to anyone’s workload.

The Challenge: From Manual Work to Scalable Reach

As Event Marketing Manager at Biocom, Katy Burgess oversees event promotion and post-event analytics for one of the largest life science trade associations in the country. With 9 conferences and over 150 events held throughout the year, scaling promotion without overwhelming her team was crucial.

Katy wanted to engage speakers, sponsors, and attendees to promote these events and expand reach beyond Biocom’s owned channels while keeping the process manageable. 

Before SoSha, the process was manual, relying on one-off emails and lots of instructions and little insight into what was working. 

“We would create 50 custom graphics for all of the speakers and put it in an email with curated copy but it was a tough ask: you need to download this graphic, upload it to social media, include a caption with a link to our website and the hashtag,” explained Katy.

Even with high-quality assets, amplification depended on stakeholders taking multiple extra steps. And tracking results was nearly impossible. If someone forgot a hashtag or didn’t tag Biocom, the team lost visibility into impact.

Quick Workflows for Social Media Amplification

“Fast forward to using SoSha,” Katy added. “And now we can create a single post with all of our requirements, filter content by participant group, and send out links to toolkits with all the posts in one place. In just a few clicks, attendees can publish — and we can actually see the impact.”

Instead of one-off emails and dozens of custom graphics, Biocom’s Conferences & Events team built segmented social media toolkits tailored to each audience: speakers, sponsors, and attendees.

“I was surprised by how easy it was to set up a toolkit and how seamlessly it fit into the work my team was already doing. It helped amplify what we were already creating, without adding extra complexity.”

The toolkits provided a way to systemize the work of Katy’s team, moving from manual asset distribution to a repeatable framework. 

“We regularly get replies from our speakers saying, ‘Thank you so much. You really made this easy for us.’ The turnaround has been great.”

Event speakers often have direct access to the audiences you want to reach. Equipping them with simple, ready-to-share posts is an easy way to increase your event’s visibility.

Designing Posts Participants Actually Want to Share

For word of mouth to truly work, posts have to feel natural. As a 2025 Social Media Amplification expert, Katy took a thoughtful approach, starting by studying how their speakers, sponsors, and attendees already showed up on social media. 

By identifying what information resonated and what tone felt authentic, event details were translated into ready-to-share posts that sounded like something a real person would publish — not a press release.

From Posts to Proof: Real-Time Optimization 

“When you’re trying something new as a marketer, you want data fast and the flexibility to pivot. With SoSha, you get both. You can see in real time how people are engaging and where to make changes,” Katy explained.

Instead of sending toolkits and hoping for the best, they could see which speakers and sponsors were actually sharing, which posts were getting traction, and where engagement was coming from with SoSha's analytics. That meant her team could adjust messaging while the campaign was live, focusing their time where it was working.

“Knowing the lift that I’m putting in is actually paying off is the most rewarding thing. Everything we create on our team takes deliberate time and strategy to build but knowing that the posts will actually take off and increase engagement is so impactful.”

Through segmentation, authentic toolkits, and real-time analytics, Biocom transformed event promotion into a coordinated amplification engine powered by trusted community voices. 

Katy Burgess, one of SoSha’s 2025 Social Media Amplification Experts, helped Biocom build a scalable, measurable system that turns speakers, sponsors, and attendees into active amplifiers.