Follow These Best Practices For Live-Tweeting Events
Social Media Week is a leading news platform and worldwide conference that curates and shares the best ideas and insights into social media and technology's impact on business, society, and culture.
Access exclusive SMW+ content by marketers whose careers you can emulate with a free 30-day trial!
Most virgin entrepreneurs spend a disgustingly large slice of each day networking. They hand out business cards, tweet their little hearts out and spend their evenings and weekends attending industry events. Yet a lot of these hard-working business owners don’t realise they can save a ridiculous amount of time by combining all of these networking activities into one, all-powerful branding exercise.
Over the past couple of years, live-tweeting trade events has surged in popularity – and it’s not hard to see why. By providing social media users with free insights from exclusive networking events, businesses are able to consolidate their own brand’s digital profile, reach thousands of new followers and establish a new sense of industry credibility all in one swift blow. But how does it work?
What is live-tweeting?
Live-tweeting is a little bit different than your typical, run-of-the-mill social media routine; however, it’s an incredibly simple exercise. Similar to TweetChat, live-tweeting relies upon a specially-crafted event hashtag so that users can effortlessly track down each update. Then, you’ve got to ensure that you end each tweet with that hashtag so it gets picked up by your target audience. That being said, there are a few extra tips and tricks you might want to observe in order to maximise your exposure.
Go big, or go home
If you truly want to capitalise upon an event and promote your business by live-tweeting, you will do well to go all out. First and foremost, it’s worth rewriting your Twitter bio in order to align with the event. Mention where you’re at and the event hashtag you’re using so that regular followers know what you’re up to and how to get involved. To really drive the point home, pin a tweet to the top of your profile explaining what you’re doing and how to follow along. After all, if users don’t know you’re at a special event, they’re not going to be looking for updates to begin with.
You should also take a few moments to embed a Twitter wall on your company website so that visitors can track the event from there as well. Tools like Tint or TweetWall Pro can help you to achieve this lickity-split.
Or, if you plan well in advance, you should try to optimise your site even more to coincide with your live-tweets. For example, you could create a short landing page outlining the event and how you’re participating. Or if it’s a trade show, you could increase traffic to your site by offering a special discount or free download to complement the event. You don’t have to offer the world on a silver platter; however, even the best live-tweets won’t increase conversions unless you’re giving users a reason to leave Twitter and visit your site.
Keep it relevant
Once you’ve got your profile ready to engage users, it’s time to think about how and what you’re going to tweet. First and foremost, it’s worth taking into consideration the sort of content and language that your typical customers would expect to see from your company. If you’re at an all-encompassing trade show event, neither your followers nor your target audience are going to be particularly fussed about what unrelated industries are up to. Keep it relevant to your sector, and try to capture the sights, sounds and smells of the event.
What sort of industry bigwigs are in attendance? Who’s the keynote speaker? What are they saying? These are the sort of things that users will generally want to see from your live-tweets; however, this is also a great opportunity to establish a unique voice and personality for your brand. Provide a bit of commentary and give your thoughts on what people are saying or doing at the event. After all, nobody wants to eat a dry piece of toast. Spice things up and toss in some humour and quirk.
Also, don’t forget to check out who else may be live-tweeting the event – and be sure to favourite, retweet and engage with them. This will help to establish a sense of community around the event, and will attract far more users to your coverage.
Attempting to live-tweet an important trade show might feel like a bit of a distraction at first; however, it can give your business an atmospheric visibility boost. Just remember: keep it relevant, try to engage and go all out. If you’re not going to give it your all, don’t bother.
Write for Us
Interested in sharing your ideas and insights with the world? Become a SMW News contributor and reach 300k readers each month.