Real time social media strategies for events | Teleperformance
Real time social media strategies for events

Before the advent of social media, event marketing primarily focused on gathering attendees at a designated time and specific location for an on-site, in-person special occasion. Such events allowed guests to experience the brand tangibly, to engage with the product, or service. Now, event marketing is as much about the digital experience as it is creating the in-person event. Even an industry-only, closed-door event can have a virtual version of itself live online, and this second life can give it a wider audience. Major sports events such as the Super Bowl™, glamorous entertainment galas such as the Academy Awards, or sweeping industry gatherings such as the E3™(Electronics Entertainment Expo), have come to rely on real-time marketing via social media as an essential secondary platform. When a major televised event broadcasts live, viewers have become accustomed to seeing a promoted event hashtag, or viewer-created social media posts, scrolling across the screen. This fully integrates the virtual experience with the event in real time. Event-driven social media marketing helps create the kind of buzz that raises awareness, generates demand, and fosters brand mission via an instantaneous connection with customers through relevant social content. It also extends its reach and makes a larger impact than any in-person live event could alone. Moreover, it creates a digital footprint, the potential for a global audience and metrics that can be analyzed to reveal future opportunities for improvement.

Applying the Social Strategy in Real Time

Event organizers who consider their social media strategy complete once an event hashtag is created will be sorely disappointed with their engagement. Again, effective real-time marketing via social media is about creating the virtual event experience. This means there is much work to be done before the event even begins.

Real time social media strategies for events


Once the event strategy is in place and all aspects have been implemented, it’s time to go live. Almost anything can happen in the social space in real time, but savvy social professionals now how to manage the chaos and maintain a positive experience.

Real time social media strategies for events

The Metrics of Social Success

Having clearly defined goals is critical. Metrics can help determine whether goals were met, and if not, what successes were achieved. Social analytic tools can reveal the number of impressions made during the event, the number of visitors a site received, and which social media site produced the best results, for instance. Careful analysis can also reveal what content strategies were the most effective, such as which key words drove the most conversations. They can also shed light on the true nature of the audience. Analysis may reveal that an event widely considered to be male dominated, actually had a large female presence. There is also a goldmine of qualitative data that can be pulled from the social interactions such as feedback, criticism, and event perception. Beyond finding the number of impressions, the true value of metrics lies in leveraging the opportunity and using the collected data to inform future success.

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