Social Media is a powerful tool, but as Facebook increasingly becomes a “Pay to Play” atmosphere, its easy to forget the power of organic social media and how it can be used to make an impact.
One way to organically impact the social landscape is through live tweeting at events or during events that are aired live. For little to no cost, you can receive a lot of exposure. Here is a guide on how to successfully expand your influence while tweeting during live events.
PREP WORK – RESEARCH THE EVENT
Identify the influencers
- Who will be walking the red carpet, who could they potentially be wearing?
- What publications and media outlets usually cover the event?
- Who is the host of the event?
- If you’re a retailer, who usually makes a unique fashion statement or wears clothing styles similar to the look or brands that you carry in your store?
- If you’re a salon owner, who on the red carpet might style their hair in a way that you can replicate in your salon?
Research online presence
- Is there an official hashtag?
- Are there multiple hashtags?
- Are there official social media accounts for the event? Which ones? Do I have a presence on those channels? If not, does it make sense for me to create one?
IDENTIFY YOUR CHANNELS AND DEVELOP YOUR PLAN
What are your objectives?
- Brand awareness and engagement?
- Or is it Fan and email acquisition for later targeting?
**Sales should not be your primary objective during live tweeting**
How are you going to track your results?
- Do you have metrics set up on all of your channels? Check to make sure you know your numbers prior to the event.
- Do you have a unique trackable hashtag? For example, Bags & Bows’ Social Media team set up #BBredcarpet as our hashtag during the oscars that we included in all of our reports so we could measure message amplification afterward.
What do you already have that you can use?
Do you have white papers, eBooks, or social apps that you could reskin when you tweet for your next live event? If you have an evergreen contest social application, can you reskin it to fit this event?
As part of Deluxe Corporation’s Social Media Team, we have reskinned our OnlineVisibility app for various events such as the Super Bowl and the Oscars to resonate with the live audience we are interacting with. This particular application was designed to increase engagement with our Fans and Followers and also doubles as an Fan and Email acquisition tool. This is valuable, as later you can use Facebook’s custom audience targeting to match emails with social media profiles for ad-targeting.
Create new content that resonates with the event’s audience.
Think of your already existing social media channels and what you can create on those channels to intrigue the live audience you are targeting and how that fits with your brand.
For example, Bags & Bows’ goal was to show that they were on trend, which is what the red carpet is all about. So, prior to the Oscars Live Tweeting, I created an Oscars Pinterest Board and a Fashion War app similar to our monthly Vote to Win App to increase audience engagement and drive new prospective customers to our other channels to learn more about our brand, building our brand reputation for retailers watching the Oscars.
Was there a recent relevant moment that you can build upon?
During our research phase, I identified Pharrel’s hat at the Grammy’s as well as Jennifer Lawrence’s 2013 Oscars fall as possible viral moments that could be compared to “something” that might happen during the Oscars.
Build the framework and content
I built the social application framework and imagery templates optimized for various social media channels in anticipation. Then, when Pharrell showed up in shorts, we knew we had something we could use. Planning allowed us to have the voting live before he performed on stay with his hat.
If you’re promoting marketing assets like an eBook, Social Media App, Pinterest Board, etc. Schedule those posts ahead of time. This will give you more time to focus on tweeting and retweeting while in-the-moment content, while still promoting engagement and traffic to the pre-created tweets.
Promote That You’ll Be Live Tweeting
Give your Fans, Followers, and customers notification that you’ll be live tweeting so that they can participate. Our Social Media Team boosted our posts on Facebook targeting those interested in “Academy Awards” to amplify that we would be live tweeting.
Use a listening platform like TweetDeck to follow the official and unofficial hashtags and handles side-by-side on one screen.
Interact by using Retweets, Favorites, and pushing out tweets of your own using the official hashtag and your trackable hashtag. This will allow you to show up on the feeds that people are following, while tracking your own campaign.
React to live happenings. This is why your tweeting and why you prepped the spur of the moment app. Take the opportunity to interact with others talking about the moment. I shared our app with MTV during the Oscars and followers of theirs that were talking about it. It further amplified our message.
Respond to people who RT or Favorite your Tweets. Also respond to people talking about things that relate to your business and that are happening.