Post-Game: Five Tips for an Event-Based Social Media Campaign.
Recently I put together a special program in diversity for a prominent business school that focused on the general lack of recognition of women in technological spaces. Though I have been planning diversity events for years now, this one was different…even special. For the first time I was going to be using social media to manage, market, and capture an event. Additionally, the content of the program was going to be about the ways that social media can be utilized strategically to bring visibility and recognition to women in all organizations, and even for starting their own. Finally, this was going to be the first event of any kind at the school that would utilize a full social media campaign. The legitimacy of social media as a strategic resource for the administration of the school’s programs would be greatly affected by the success or failure of this event to meet its performance goals.
that the event is in the past tense I want to blog about my experience. I think
that there are a few lessons that I learned in the process that may be
interesting or useful for others. This blog will be cut into two parts. The
last blog contained a short list of lessons derived from the pre-event planning
and campaign building. This blog will be about the post-event wrap-up.
1. Use Social Media to touch all participants three times.
I think it is very important to touch all actual and virtual guests three times. This includes the pre-event blog, the actual event, and at post-event blog and email. This last touch is very important because by creating a blog post you are inviting guests and participants to share their thoughts about the event in a public way. This step will increase event satisfaction since you have created a channel through which constructive conversation about the event’s content can be directed. Social media is about creating and maintaining relationships, so it is harmful to the impression of the event if people are simply left hanging when the event is over.
2. Create a centralized website to capture all media convergence.
Most of the readily available social media strategy advice pushes users to sign up for several kinds of media channels but few stress the attendant need to create some hub or portal that will serve as the common connector to all of these media. Media convergence is a central goal of social media management so it is important that you tie it all together somewhere. Though your blog could serve this purpose, I prefer to have a separate, free-standing website. I chose Wix for my hosting (www.professor20.com) and am really satisfied with the flexibility of the editor.
3. Utilize Analytics for all channels for a comprehensive view.
A wonderful dimension of social media is the prevalence of analytic data plug-ins, such as Google Analytics. Attached to a webpage, GA provides data on the number of unique visitors, avg. time on site, how many pages deep into the site visitors travel, etc... My Typepad blog account tracks referring websites and visits over time. And programs like TwitterCounter and Twitalyzer allow you to track your accounts’ overall behavior and network impact. In fact there are so many different ways to measure the impact of your event – see “100 Ways to Measure Social Media,” http://p.ly/aQMk8 - that you have to have to be clear which channels need to be managed and, therefore, measured.
4. Have an eye toward the long tail.
Remember that the viral effect produced by social media means that your YouTube videos and blogs will continue to be visited long after the initial spike in interest that happens right after the event is over. A well-crafted social media campaign will cast a long shadow. When measuring the success of the event, keep the long tail in mind. Check back on the statistics periodically. For example, the number of views you have after six months might be a more important indication of your social media campaign’s success than statistics gathered after the first week. Also, come up with creative ways to remind your social media friends and fans about your blogs and videos.
5. Don’t forget to Meet-up!
Social media supports social interaction but it is not a substitute for it. Turn those “followers” into “friends” by meeting face-to-face.
Next: Using Social Media in my Business Ethics, Strategy, and Entrepreneurship course.