Twitter is undoubtedly one of the best social media platforms for sharing up-to-the-minute news and to keep up-to-date with what is happening right now. For that reason, it is the perfect tool to use at congresses, workshops, speeches and events where knowledge or exciting experiences are being shared.
If you want the content of your event to reach outside the venue where it is being held, this article will serve as a guide to using Twitter as a loudspeaker on social media.
Twitter is the only social network that allows you to publish several items without saturating the channel and that also will appear on followers’ timelines in chronological order and in real-time.
You may be interested in this other article: 10 advantages of using Twitter at your events
Transmitting your event live, via Twitter, helps to inform your target audience, who perhaps have not been able to attend the event itself and, therefore, it is a way of connecting with them and amplifying your message.
Firstly, before deciding to transmit your event on a live feed, you have to understand that not all event formats are suitable for live-tweeting.
Our recommendation is to think about using it for those events where there are speeches, training, presentations, product launches……..that’s to say, where knowledge is being shared, where the content is informative or when some important news is being presented to the public.
When live-tweeting you need to be clear that it is not just about publishing a few tweets during the event, you need to plan carefully beforehand and define the strategy for the three phases of the event: pre-event, during and post-event.
In each phase the objective and the type of content will be totally different.
By the way, don’t forget to create a hashtag so that you and your followers can follow the event.
For this first phase, what you must try to do is create interest and expectation to gain registrations and mobilise the maximum number of attendees possible. So, as well as providing details and basic information such as dates, times, venue…. you will also need to give little clues about what is going to be discussed or revealed at the event.
You could also share content on the preparations or the montage of the event or announce certain items without entering into any details.
Recommendation: invite quality speakers or ones who have a certain relevance for your target audience. If they are also active on Twitter, they would usually have a large number of followers, take advantage of that by interacting with them and getting them to share a few teasers about their speech, creating debates about certain themes that will be touched upon at the event, writing opinions or articles for your blog and mentioning them on Twitter.
During the event
We recommend you plan ahead, taking into account the speeches and the way the event will develop. If you have various speakers, ask them to forward their speeches. Prepare the Tweets in advance and programme them according to the established plan.
Remember you will need a photographer (and a video operator, depending on the type of event) coordinating with the person managing social media in situ so that they can be sharing images and video using WiFi or Bluetooth or even using the memory card.
The person in charge of managing social media will have to ensure that everything is happening according to the plan. It is possible that some phrases will have to be changed, images or videos added to the planned tweets, that the content will have to be changed slightly in order to adjust to the real-time of the event…. the rhythm and development of the event will probably not turn out exactly as forecast, especially if there haven’t been any previous rehearsals. It is important that the person managing the Twitter channel follows the plan and makes changes according to what is happening at the time.
They will also have to be paying attention to the conversations being created by the attendees, to be able to interact with them and provide visibility.
Users appreciate content created by other users more as they see it as more real and authentic.
Recommendation: use a social wall so that attendees can visualize the content being published online. You can even encourage audience participation, asking the speakers to answer questions or reply to comments that the public have tweeted.
Collect all the relevant contributions that have been shared online and create microcapsules with content to share over the next few days following the event. The more visual, the better. Mention the profiles that have shared it, whether they be speakers or attendees.
Share images and unedited audiovisual content, of the backstage and create a “making of”. The photographer will doubtless have plenty of material that you were unable to share during the event itself.
And, importantly, create a report and issue a statement with the relevant data with the results and repercussion of the event (number of attendees, money brought into the city, number of staff working the event, speakers’ conclusions, key messages, opinions from the public….).
Recommendation: you can create an infographic with the results and a summary of the event. Users love this type of content as the key points are shown in a very concise and visual manner.
The success of an event on social media depends upon many factors. One is the size of the event in itself, but above all the most relevant point is providing quality content that means something. If your strategy on Twitter (and social media) is solid and efficiently planned, you can ensure that your message is amplified even more.
We are sure that whilst reading this article you will have thought of another recommendation, and we would be delighted if you would share that with the rest of the community in a comment below.