5 Musts of Social Media Events Interviews with 5 Professionals, 5 Questions, Resulting in 5 Musts (and must NOTs) for Most Social Media Events By Mallard Holliday Follow me on twitter @mallardholliday Graduate Student S.I. Newhouse School of Public Communications Syracuse University
5 Musts of Social Media Events 1. Must have great content 2. Must have great technical delivery 3. Must promote early and after 4. Must have great talent 5. Must measure
1. Must have Great ContentContent Counts: You must have most of the these 5 key content elements:Great info, great talent, great food, great location or great entertainment Example: Cox Partners with National Center for Missing & Exploited Children to survey Tweens and their Internet habits; Holds #CoxTakeCharge Tweet Up to share results, provides tips to keep kids safer online.“Gone are the days when people would just show up because twitter was thenewest thing. People don’t go to the movie just to see what a movie is, they go forgreat content—the same applies to Tweet Ups.”- Danica Kombol @danicakombol
2. Must have great Technical Delivery It Must Work: Great events go nowhere fast when the technology doesn’t work. Use reliable vendors at reliable venues. Example: Cox’s event was held at the National Press Club using their state of the art production and broadcasting facility.“It’s got to work. You have to manage technical needs well, especially at a fieldlocation.”-Amani Channel @amanichannel
3. Must Promote Early and After Promote Early: Create a hashtag early and a url to include in all promotions. Invitation should be social, like your event. Find creative ways to promote the event and the content shared. Promote After:Example: Cox’s event included original research Record the event, make itfindings to get the conversation started. Cox created a available online; Use statssocial media animation and an infographic and multi- from survey to drivemedia news release to explain the survey results. The traffic to view theCox web site provided more information for parents and recorded event.caregivers.
4. Must have great Talent Talent can carry the event: Choose talent who have a built-in following in the social media space and understand how to use the medium. Amy (Burton) Storey “One of the biggest errors I see clients making is forgetting to include social media rights in their contracts with talent.”Example: Cox chose former CNN correspondent Jeanne Meserve (left) tomoderate the Tweet Up; John Walsh (center), Children’s Advocate andHost of America’s Most Wanted on LifeTime and Leticia Barr (right), well-respected blogger to moms known as TechSavvyMama.
5. Must MeasureUse measurement tools to determine if your event is successful. Example Measurement report from Cox Event: 7.1 million social media impressions 11 Washington, DC parent bloggers attended the event in person 5.2 million Twitter impressions to-date from pre-promotion to post-promotion 451 people contributed to the Twitter conversation 1,600 tweets (using hashtag #CoxTakeCharge) 5 posts from bloggers, including a pre- event post by panelist Leticia Barr on Parents.com that generated more than 1.8 million impressions
5 Must NOTs1. Must not over market your product2. Must not over market your product3. Must not over market your product4. Must not over market your product5. Must not over market your product
The ExpertsDanica Kombol @danicakombol: www.beEVERYWHERE.tv“Gone are the days when people would just show up because twitterwas the newest thing. People don’t go to the movie just to see what amovie is, they go for great content—the same applies to Tweet Ups.”Amani Channel @amanichannel www.amanichannel.com“It’s got to work. You have to manage technical needs well, especiallyat a field location.”Amy (Burton) Storey, Vice President, KEF Media www.kefmedia.com“One of the biggest errors I see clients making is forgetting to includesocial media rights in their contracts with talent.”Stephanie Davis, @therealsteph Cox Communications, CorporateCommunications Manager, www.cox.com“Original research acts as a 3rd party endorsement. It adds credibilityand extends the life of the event.Todd Smith @toddpr, Cox Communications, Media Relations Director,www.cox.com“Don’t forget to invite traditional media to cover your social mediaevent.”