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I think nightclub promoters were one of the first groups of people to really get Facebook and how to make it work to benefit them. It is always good to watch how they are communicating with their fans. The following are four things that I would ensure I did if I was setting up a club night.

1. Set up as groups
It always surprised me that you could never set up events from Pages and invite all the members. For this reason it is better for promoters and club nights to set up a group so they can send out a mass invitation to all of their followers/fans.

2. Give away a sample
Halfway Crooks puts on a hip hop night in Sydney, in the lead up to their night they give away a free online mix of hip hop, a great way of getting back in contact with your attendees.

3. Latch onto a bigger brand
Some cunning promoters in Melbourne have set up Party Club for all of the universities in Melbourne. They are then running events which look like official parties off the back end of them.

4. Photos afterwards
Quite simple, but adding photos afterwards and tagging people in those photos works well for gaining attention for club nights.