Events can be a big boost for brands. There are a number of ways that you can use social media before, during and after an event to generate leads and awareness for your organization no matter if you are the host or just an attendee. Daniella Peting, Social Media Manager at Motorola Solutions. covers nine ways to get more from events using social media and how employees can be a part of harnessing that power to gain more social influence for your brand.
Step 1 – Identify which platforms the event is utilizing. You want to follow their lead and play off the social media they are sharing.
Step 2 – Set up listening streams surrounding the event’s hashtag.
Step 3 – Identify your event experiences; what you want to talk about. For example: Speaking sessions or product demonstrations that align with your goals for the event or your company’s values.
Step 4 – Develop your event plan – This includes things like outlining event experiences, listing out the event organizer’s social networks, outlining what you will do on your social networks and what you want your colleagues to do and then listing all the relevant links to event content.
Step 5 – Identify your event staff and create a group or hub where you can easily communicate with them the relevant information for the event and gather their assets like pictures, video etc. for use during and after the event.
Step 6 – Communicate Your Plan. Obviously, there are numerous ways you can do this. Daniella does a pre-event webinar and is very clear about how she will be supporting the event and those attending from her team. Plus, she shares what her expectations are in the way of asset delivery and even how others not attending might can help support the efforts.
Step 7 – Engage Your Support. You can’t do everything yourself. You need your team to back you up when it comes to events.
Step 8 – Post, Monitor and Engage surrounding the event. Before, during and after.
Step 9 – Measure and report your success…reporting allows you to seek support for future opportunities. Track things like reach, impressions, engagement, video views, inquiries, top posts etc. Success in the various areas proves function but can also demonstrate places you need additional support or to add a team member.
Now your work doesn’t stop after the event is over. You should continue to repurpose the content you obtained during the event in order to maximize your effort.