Successful Social Media Campaigns: During the Event
A successful social media campaign begins well before the event, but don’t let all the work accomplished to get attendees engaged and talking about the event on social media go for naught as the big day arrives. Continue reading Part Two of our series on successful social media campaigns to learn how to leverage the momentum and best manage everything social media-related during the event itself.
While scheduling social media posts is a great tool to save time and batch tasks together related to promotion prior to the event, it becomes even more important—and almost necessary—during the hectic times of a meeting, conference, or trade show. Consider scheduling any FAQ-style posts for day one of the event to answer many attendee questions ahead of time and queue any posts about important sessions (i.e. keynote speeches, etc.) in advance as well. With social media networks integrated in the mobile event app, attendees enjoy one-stop access to news regarding attire suggestions, directions, transportation, food, and so forth.
Emphasize Images and Video
Events are interactive experiences. Avoid sending too many generic text-based posts in a row and opt instead for emphasizing posts with images or video. Instagram and YouTube come to mind as natural platforms for engaging media sharing, but even standbys like Twitter and Facebook allow for the inclusion of images or videos and lead to much higher share rates and give attendees a better experience in their mobile event apps. Consider an attendee with five minutes to kill, as he or she browses the in-app feed of Twitter posts. Checking out a video of an exciting demonstration or images to talk up the night’s social event make a much bigger impact. The old adage that a picture—or video—speaks a thousands words rings true and is even more important when limited to 140 characters.
Pay Attention to Others
Attendee posts should naturally spike during the event. Speakers, exhibitors, and anyone else present should feel compelled to post—either because they do so in their day-to-day lives by habit, or because event planners and organizers have been urging attendees to do so at the event for months in advance. In any case, use the added content from others as a break from coming up with a lot of new material. Repost and share other people’s social media activity and remember to comment often. Also pay attention to trending hashtags—in addition to those officially promoted for the event—to generate even more activity.
Take Mental or Physical Notes
Reviewing hundreds or thousands of Tweets and Facebook posts after the fact is challenging and also fails to capture a sense of what really became popular during the event. With an eye towards supplementing app analytics with social media activity, try to gauge what keynote speakers generated the most buzz and the exhibitors that really floored attendees with a cutting edge promotion or demonstration.
By taking a step back at least twice daily to take the pulse of attendees via social media trends, event planners and organizers are able to improve next year’s event and hit other goals like lead generation or increased brand awareness. Also notice attendees who are most active—and with the most followers—to contact directly with a request to re-share or retweet an important post. Even commenting on popular attendee’s posts and mentioning them by name in posts from the event host entices those individuals to engage with event and generate more conversations.
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