Facebook Event Growth Protocol

A growth hack used by Mike Posner to promote his music on Facebook during his early career at Duke University by leveraging profile pictures and event invites.

The Facebook Event Strategy

• Created a Facebook event for his album release
• Established a systematic approach to maximize reach through network effects
• Leveraged fraternity pledges and friends to amplify distribution
• Combined with iTunes U strategy to provide free music access

The Five-Step Protocol

• Changed profile pictures

  • Had fraternity pledges change their profile pictures to his album cover
  • Got friends to change their profile pictures as well
  • Created visual consistency across multiple networks

• Systematic invitation sending

  • Required pledges to send invites to their entire Facebook network
  • Created specific steps for sending invitations effectively
  • Activated communities across different colleges nationwide

Network Activation

• Leveraged existing communities

  • Friends at different colleges across the country
  • Michigan State, Northwestern, Marquette, etc.
  • Used fraternity connections and pledge systems

• Geographic spread

  • Started with Michigan connections
  • Expanded through friends at various universities
  • Created a nationwide collegiate presence

Results

• Achieved widespread college awareness
  • Song played at parties with sorority girls knowing lyrics
  • Multiple plays at events
  • Organic growth through word of mouth
  • Created foundation for eventual mainstream success

The key insight was combining free music access (iTunes U) with systematic social media promotion to reach college audience effectively.