BY ERIC ANDERSEN
much time or effort into.”
Before your meeting or event begins, social media can be used
to build up hype for your event, share important information and
tools (such as your event app), and notify attendees of important
updates or exciting speakers, and directly communicate with
them in a personalized way.
Another important initial step is to identify who will be re-
sponsible for monitoring your social feed
and the amount of time they will have to
do so, whether it’s all on you personally or
a combined effort.
“I’ve seen people throw out a hashtag
that doesn’t have someone dedicated to
monitoring it, which is a huge mistake,
Young adds that monitoring the hashtag after an event is over
can be just as useful, if not more so, than conducting a post-
event survey, as she says it’s hard to get honest feedback any-
more when using traditional survey methods.
Picking Your Platform
Odds are most planners (and Internet users) have at least heard of
Facebook, Twitter, Instagram, LinkedIn and Pinterest. Then you’ve
got You Tube and the recently rebranded G+ (Google Plus). And
let’s not forget about streaming apps Periscope and Meerkat, or the
increasingly popular Snapchat video messaging service.
So you absolutely have to have a presence on each service,
If you’re not already using some form of social media before, during and after your meeting or event, you’re already behind the curve. However, simply creating a social
media account and posting blindly without
a well-crafted game plan in place isn’t going
to impress anyone—especially attendees.
Meetings Today spoke with some innovators in the meetings
and events industry about their social media strategies that go
beyond the basics to help elevate your planning experience.
Before You Get Started
The first part of any good social media strategy is not “coming up
with a great hashtag” (though all of our experts agreed you need to
use at least one), it’s simply taking a step back and examining the
demographics of your event and figuring out what medium can best
engage your audience, whether it’s more social or visual, etc.
“Maybe you have an executive who’s so excited about social
media … ‘What’s our hashtag? What are we
doing? Get us on Facebook.’ As a planner
it’s your responsibility to slow down the
social media conversation and create a
thought-out plan—pre-event, during and
post-event,” says Amanda Young, Americas
event leader with General Electric (GE)
Healthcare. “And if you’re not taking the
time to put together that post-event plan,
then maybe it’s not worth putting that
Industry innovators share social media strategies