Public relations may be increasingly focused on digital rather than traditional media, but the value of face-to-face PR events isn’t diminishing. Far from replacing real-world experiences, social media is actually enhancing them. Here are some great tips and top tools to help you succeed before, during and after your PR event.
Content of the video :
BEFORE THE EVENT
- create an online hub, a single destination for everyone interested in the event
> include all social media profiles and the event hashtag (for Twitter and Flickr, YouTube, etc.) on one page
> on the day, use the hub to combine your live blogging with social media buzz about the event1
- find out where your audience is, and promote the event there – forums, Facebook, Viadeo, LinkedIn etc.
- use Pinterest as a visual showcase of your event, and allow speakers and attendees to pin themselves to collaborative pinboards
> get people talking before the event, and they’ll be more engaged and active when the big day comes
Press Release 2.0!
- provide shareable content optimised for each channel, such as video previews and ready-made tweets
> link everything back to your hub, including badges for participants to put on their own profiles sites
> a Search Engine Optimised online press release can rank in its own right, giving greater visibility for your event
DURING THE EVENT
- provide a dedicated hashtag and a Tweet Wall to display relevant tweets3
> live tweet the event, retweet and reply to others – keep the conversation buzzing4
> a dynamic Twitter stream keeps attendees engaged and lets those not present know what they’re missing
Show and Tell!
- stream live audio or video of keynote speakers alongside their presentation material5
> interview attendees and speakers for a deeper exploration of ideas coming out of the event6
> showcase this engaging content on social audio and video sites, and embed on your hub
- schedule social updates to automatically announce the time and location of each session7
> use a virtual welcome wall and social networking tools to allow attendees to connect with each other8
> you can even automate the publication of a crowd-sourced, shareable daily newsletter9
AFTER THE EVENT
- showcase the event content (Presentations and other resources) online10
> collect and curate the best attendee content, from tweets to blog posts11
> great content extends the life and reach of buzz about your event
- crowd-source opinion at your event using polls and surveys12
> produce a White Paper that captures your participants’ point of view
> establish your event as a centre for thought-leadership
- identify everyone who joined in online
> every tweet, retweet, Facebook like etc.
> target these prospects with future communications/events
Copyright Photo PI – Text James Glazebrook – Follow us on twitter @PickanewsUK
2011 is set to be a year of consolidation for social media monitoring, but one remaining grey area is influence analysis.
It is generally accepted that peer-to-peer recommendation holds more sway than media (as, in turn, editorial trumps advertising), but no one has identified a robust method for evaluating this effect. Existing metrics measure the reach of the web platform being posted on, its performance in search engine results, or an individual user’s friends/followers/fans… but none of this equates to influence.
The writers of Connected, about the power of social networks, decided to test the influence of popular Twitter users by asking them to tweet about the book. As reported by Nieman Journalism Lab , coverage from Tweeps with both reach and relevance had the perhaps surprising result of failing to shift any extra copies. As one of the book’s authors concluded, “the ability of Twitter to disseminate information is different than its ability to influence behavior”.
In this sense, social networks like Twitter aren’t so different to established media outlets. Our analysts can supply you with the circulation of the Daily Mail, but they’ll also tell you that this isn’t the only facet to its influence – which also involves the demographic make-up of its readership, the advertising rates it commands and intangibles like its editorial policy and reputation. But to fully understand the newspaper’s ability to influence behaviour, we’d need access to the sales results of brands that have received favourable coverage in its pages.
Time and investment will yield an adequate measurement of influence, one that adjusts for privacy standards and the difficulty of matching up online and “real world” activity. Until then, all any brand can do is make sure that trained analysts are monitoring their social media coverage, augmenting existing metrics with qualitative evaluation – and keeping their eyes open for potential threats and opportunities.