Being Social at Your Social: How to Handle Social Media at Your Event

When you work in event marketing, you know what it is like to plan ahead and prepare. You probably have memorized the agenda and action plan. You have already delegated tasks and assigned duties. And obviously, you know how to promote an event with social media, too.

But then when the big day is finally here, does the social media continue? That is the question. Here are some things to consider:

When is it appropriate to tweet and post all about what is happening?

  • It might be appropriate if you want to create a buzz so those not attending will come next year.
  • It might be appropriate if you want others not there to see the event is going on and come to the event.
  • It might be appropriate if you are trying to promote a cause that is bigger than just your event – like Alzheimer’s awareness or youth at risk.

When is it not appropriate to tweet and post all about what is happening?

  • If you are tweeting and posting about happenings at the event, consider this – the people that are really interested in what’s happening are probably there. They bought the ticket, took the time or made the commitment to be there. This is not always the case but should be taken in consideration.
  • If the event required purchasing a ticket, why give away every single thing that happens over the course of it? Is that not why admission pricing was required? Create a demand by requiring tickets and stick to it – don’t give social media followers a “free ticket” by posting photos and updates constantly. Make them want to be there in person!

If you decide social media is appropriate, follow these guidelines:

  • Delegate social media to someone else. Not just anyone – but a PR professional who grasps the concept of the importance of social media, knows how to be professional and can promote well. Social media during events is a full-time job – not something that can be done by someone juggling 30 other tasks. Ensure this person is focused and ready to tweet!
  • Strategize. How much makes sense? Decide this and then come up with a strategic game plan. Maybe it’s this - make it a rule that your social media specialist for the event tweets and posts once an hour. Or maybe your social media specialist tweets and posts a photo of every entertainer or speaker at the event. Give them the guidelines of what you are looking for that fits in with the look and feel of the event.

Remember: less is more. Your social media specialist should be concise, strategic and informative.