Integrate Social Media Into Your Next Event

Social media has become a part of our lives not just daily, but so much so, that for many there is no separation anymore between what’s personal and what we put out through social channels.  Conventions are also jumping onboard the social media bandwagon to engage attendees like never before.

Event attendance is now done on two platforms, in-person and digitally.  The benefits of human, person to person engagement cannot be replaced by any medium, but by implementing a strong digital plan you can enhance the person to person experience, improve the visibility for sponsors and actually make your event more personal.

The Hashtag

The term hashtag has joined the ranks of slang terms for many people these days.  However, hashtag is less about the letters that make up the word and all about this little symbol:  #.  #Awesome… if you use this tracking method just right.  Yes, a hashtag or # is a way of tracking what’s posted or shared about your event.  Hashtags are most commonly used on Twitter, but you can also use them on Facebook.

Hashtag – How To’s For Events

1. Define what hashtag your event will use.  The Missouri Realtors used #MRSBC.  The letters meant something to their attendees and made sense for this event.  Your hashtag can really be whatever you want, but make sure it makes sense to attendees and isn’t too long.
2. Research your chosen hashtag.  Once you have narrowed down what hashtag you want to use for your event, Google it.  Search it on Facebook and Twitter to be sure others are not actively using it.
3. Tell everyone to use the hashtag.  Include the hashtag in your event information, advertising and start using it on your social media channels.  Don’t just assume that people will know what to do with it or to start using it, so be clear in your desire to use your event hashtag.  Here is a tip:  Invite your meeting attendees to meet other attendees by saying I’m attending Conference X #ConferenceX.  You’ll be amazed how quickly you can get the conversation started about your event with this tactic.
4. Monitor your work.  There are services and websites that allow you to register your hashtag and then monitor its usage.  This can be a great tool so you don’t miss any of the posts using your hashtag.

Assemble Your Team

Asking your event attendees to connect on social channels only works if there is someone to respond and give this form of media the personal touch.  We suggest creating a team of people to work on your social channels.  Don’t let the term “team” scare you.  By team, we simply mean people who you trust with full access to your pages and allow them to respond, comment and share.  The number of people you need on your team depends on how large is your event.  If your event has break-out sessions you want one person in each session to be able to comment about topics and key points of that session.  A great way to “tease” people who did not attend your event, but are followers of you on social media, is to post key quotes from the speaker.  They see what they have missed and will want to attend your event in the future.

Recently, the Missouri Realtors Conference at the Branson Convention Center fully embraced this idea of conference social media.  They identified their social team publically.  This team took pictures at each event or session and was responsible for sharing them.  They answered comments and made sure that the content on all the Missouri Realtor social sites was relevant.  Their event specific hashtag allowed you to follow along with the event, making even more connections than by just being there.

Give People a Reason to Connect

By simply asking attendees to “connect with us” or “get social” is not enough anymore.  People need a reason to use your hashtag and continue to visit your page.

Here are a couple of ideas for how to create value within your social channels:

1. Post links to your session materials or downloadable content on social first.  Tell your event attendees that the materials will be available on your social channels.
2. Invite attendees to post questions for speakers before the event.  This is a great way to avoid those awkward silent moments when everyone is afraid to ask the first question.
3. Hold a special, more in-depth, Q &A during your event free time with one of your speakers.  Publicize the time and what social channel(s) you will be using.  Have the speaker paired with one of your social team members and it’s as simple as answering the questions that come in.  You may also want to have another social team member ready to ask questions, so there is no awkward silence on your digital chat.
4. Make connecting digitally fun.  We loved how the Missouri Realtors attracted their attendees to connect.  They invited them to post “selfies” during the conference.  From their formal banquet to break-out sessions the selfies made the entire event look like fun. We bet a few who did not attend, wished they had.

Dazzle Your Sponsors

The goal of any event sponsor is to connect and be noticed by event attendees.  By spotlighting sponsors through social channels you are making an immediate connection between your followers and sponsors.  We suggest thinking outside the box when highlighting sponsors.  Take a video on your iPhone of the sponsor welcoming attendees, use a time-lapse app to show a sponsor setting up their vendor booth; highlight prize drawings by pointing attendees directly to their booth…the possibilities are endless.

Social media is here to stay, so embrace it!  If your event is not using this tool to engage and connect with attendees you are missing a valuable opportunity.  The Branson Convention Center sales staff is always ready to help any planner integrate social media into their event.  We make our Facebook, Twitter and website available for our clients to share their message.  Connect with us today to get the expertise, entertainment & event experience you deserve.