Facebook continues to be the most inconsistent marketing tool I’ve ever used. But through it all I still want to determine the best ways to take advantage of the system. The latest tip I have to offer is for Facebook events. Recently, Facebook revamped and “simplified” their event application, which changed several things.

The biggest change for me is that Facebook removed the choice to publish the event on creation. Now Facebook will automatically publish your event when you create it. The great thing though is that the post pulls live information from the event so if you change the event description, the post will update (though it won’t move up in the newsfeed).

The event will publish with the first 320 characters from your event description, so take advantage of it. Make sure to put the most important information in those 320 characters. For example, I recently added an event to a Facebook Page that required the attendee to do an additional action of RSVP’ing on the organization’s site. So I took the 320 characters to provide a short description of the event and then the link to RSVP on the organization’s site. Now when this event shows up in someone’s newsfeed, they know exactly what they need to do without even opening the event in Facebook.

Keep this in mind with your next Facebook Event.