This document provides guidance on using social media for special events. It outlines best practices for pre-event, at event, and post-event social media activities. Key recommendations include establishing a hashtag, promoting the event across multiple social media platforms before and during the event, live tweeting and sharing photos from the event, and creating a recap after the event. Social media can be leveraged throughout the event planning process to engage audiences and monitor discussions.

1. Special Events Social Media
Presented by Tyler Thomas
Social Media Specialist – University Communications
@UNLincoln | @TylerAThomas
tthomas10@UNL.com
March 27, 2013

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Special Events Social Media
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• Identify your audience
– Be as specific as possible
• Identify your message(s)
– Multiple messages are okay
– Keep them specific and limited
• Identify your messaging vehicles

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Establish a Hashtag
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• A specific keyword for your event
• Identified with a # sign in front of text
(letters and numbers) Exmp: #UNLCCC
– No Special Characters
– No Spaces
• Research your potential options (Research Here)
– Keep it short
– Use numbers to differentiate

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Pre-Event
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Include your hashtag on marketing materials
• Event Registration
– Printed Forms
– Landing Page(s)

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Pre-Event
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• Printed materials
promoting the event
– Invitations
– Postcards
– Posters
– Flyers
– Table Tents

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Pre-Event
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• Digital
communications
materials
– Website marquees
– Embedded on images
– Website callouts on
your own site
– Email communications
– Digital Ads/Display Ads
– In videos

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Pre-Event
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• News Releases
– Pitch to relevant blogs/bloggers

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Pre-Event
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• Event details/listings on
other websites
– Create an event on
Facebook (and promote)
– Add your event to the Univ.
Calendar
– Add your event to the Univ.
Announce system
(Today@UNL)
– Add your event to other
applicable calendars
– Add your event on LinkedIn
– Promote your event on
EventBrite

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Pre-Event
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• Printed materials at
the event
– Attendee forms
– Notepads
– Swag Items
– Name Tags/Lanyards
– Event Signage
– Digital displays

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Pre-Event
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• Include keynote
speaker and other
event speakers’
Twitter @handles in
bios and marketing
materials

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Pre-Event
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• Create promotional content to promote your
event
– Create event specific content and share it
– Tweets
• Use your event hashtag
• Include event details
• Use identified Twitter @handles
• Identify target audiences/groups and focus your tweets
– Create incentives if necessary

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Pre-Event
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Pre-Event
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– Promotional posts on Facebook

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Pre-Event
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– Set up event specific boards on pinterest

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Pre-Event
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– Use the event logo and post on Instagram
– Take behind the scenes photos and post them on
Instagram/Twitter.

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Pre-Event
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– Post on LinkedIn
• Share an update, start a discussion, invite attendees
– Create teaser videos to highlight and encourage
attendance (include hashtag in bumpers)

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At the Event
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– Announce the hashtag at the opening of the event
– Use social channels to make announcements
through out the event
– Use Twitter to “Live Tweet” from the event
– Share photos on Facebook, Twitter, Instagram
– Monitor the hashtag and Retweet, Favorite &
Respond to the event chatter

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At the Event
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– Host a competition (Trivia, Best Tweet of the Day)

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Post Event
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– Create a Storify story with all of the aggregated
social chatter (example)
– Post speaker(s) slides on Slideshare
– Upload photos to Facebook/Flickr/event website
– Share links to your “post event” media
– Continue to monitor the hashtag for one week
– Follow influential attendees
– Debrief with your team and evaluate

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Social Media Event Services
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– Event Social Media Consultation
– Event Social Media Strategy Planning
– Social Media Content Creation
– Live Tweeting at your event
– Event Signage: Digital or Traditional
– Post Event Recap Facilitation
– Full Event Social Media Management

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Connect With Us: @UNLincoln, #UNL