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We’re Engaged! 7 Ways to Keep the Fire Burning

Edward Ipp - Thursday, July 09, 2015

Take your social media strategy to the bow-chicka-wow-wow level

You threw a great event – attendance was high, the speakers all showed, and most importantly, no one died. Everything was in right: the photobooth for the Instagram posts, bespoke hashtags, the cutest Dorito-infused appetizer of the moment. So why did the next event flop? How do you move beyond just the number of “likes” and find out how your attendees really feel?

Revered philosopher and poet Mariah Carey once mused that life is all about “moments, darling,” and that’s never been more true. In the age of smartphones and constant connectivity, if it’s not posted to Instagram, Twitter, or Facebook, did your moment even happen? And how do you turn that moment into a lasting relationship – one with real value? Obsessing about your strategy is not just for entitled teens battling for selfie likes anymore. But is your strategy any good? Social media experts agree that the most important part of any measurement strategy is a clear objective. What are your goals – what are you trying to achieve?

Once you’re done talking to yourself, use these 7 tips to take your social media strategy to the bow-chicka-wow-wow level:

1. Read the Room
Evaluate the different conversations that are taking place around your event’s social media posts throughout your event’s life cycle; learn what people are anticipating, how they’re reacting in real time, and what the takeaways are.

2. Get Touchy-Feely Did you leave your attendees wanting more, or are they just not that into you? Spredfast, Brandwatch, Sysomos, and other similar automated programs can determine their underlying emotions and opinions by analyzing the content of social media posts.

3. Stuff Matters
Did the branded selfie-stick swag incite a hashtag riot? Or maybe your champagne fountain got more love than the emcee? Consider what’s being posted at your event – someone sharing smart content is more valuable than an attendee who’s just checking in. Analyze and use this information to help adjust your future event planning.

4. People Matter
Who is talking about your event is just as important as what they’re talking about. Social media listening tools can analyze post about your event and tell you if the posters are influential, valuable, in your target demographic, or if they’re in a new demo you hadn’t even considered before. Use this data to identify people to develop relationships with in the future to be advocates for your brand and events, and stop relying on that high-school sign twirler you hire every weekend.

5. Take a Good Look
Which posts are generating more shares than other? Which content gets more activity: photos, calls to action, or questions? Use this data to build even more engagement at your next event.

6. (Geo)Tag! You’re it!
Use geolocation filters to understand if there are are trends from certain areas within an event. Posts from your attendees will tell you if a line is too long (add more champagne fountains!) or if a particular meeting room isn’t up to par.

7. Stick Around
Aim to create an online community around your event that stays engaged year-round. Use a combination of the tips 1-6 to create content and engagement that gives your attendees what they want, addresses their concerns, and creates excitement for your next event!

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