Effective Social Media Communications Strategy for High-Profile Events

Forbes’ 15-member Communications Council provides 15 tips on preparing successful strategies for your business or organization’s top-dollar events. Suggestions include curating interactive opportunities for guests when they arrive as well as establishing procedures for responding to social media criticism. See the snippets here:

1. Take The 'TV Camera' Approach: Jennifer Jolls of The Connor Group says to assume you’re always being recorded and that footage might find its way on TV.
2. Consider Risks then Plan for Success: Map all publics and audiences in attendance, says Deborah Farone of Farone Advisors. Consider any and all worst-case scenario situations then plan for resolving these issues.
3. Respond Quickly on Social Media: Logistically-heavy events are likely to garner logistically-heavy questions from prospective guests. Alex Goryachev of Cisco recommends monitoring all posts, both positive and negative, and designate staff to provide prompt and thorough responses.
4. Make the Event An Experience: Curating a welcoming environment in which guests are cared for and respected is Parna Sarkar-Basu of Brand and Buzz Marketing, LLC, states, “If you successfully turn an event into an experience, it'll have a lasting impact on the brand and company’s bottom line.”
5. Leave No Stone Unturned: For particularly high-profile events, find and evaluate any and all communication avenues. Blake Rodgers of SiteLock says all have opportunities to add a new “voice” and style to your communications plan. Ensure each is leveraged and distributes consistent information and mission-oriented messaging.
6. Effectively Drive Home Key Messages: Consistency is key. Related to Tip No. 5, G'Nai Blakemore of Mattress Firm, states all initial communications should drive goal and mission-centric messages right off the bat.
7. Visualize the Impact of Your Event: Consider brand perception in relation to your event. How will your guests see you after having attended? What will they say about you behind closed doors? Brand perception is a key component for event planning, Stephen Dupont of Pocket Hercules states.
8. Equip Your Media Response Team: Designate specific individuals to event communications and network management. Marija Zivanovic-Smith of NCR Corporation recommends conducting a media training to ensure all members are on the same page with expectations.
9. Utilize Influencer Coverage: Expanding reach through the use of ambassadors external to your organization can help to strengthen the legitimacy of your brand. Nicolas Miachon of Upfluence Inc. states, “Influencer coverage is often more accessible to audiences, which is why they've begun to replace traditional correspondents.”
10. Be Explicit About Who Can Say What to Whom: Isabelle Dumont of Lacework outlines three steps for leveraging your staff and leadership for event promotions. “Be clear internally about who owns the final message and its dissemination. Specify who can communicate what to whom and naming spoke people. Draft what you'd want the coverage, titles, quotes, etc., to be in advance for your spokesperson.”
11. Focus on Context and Communications: Cultivate relatable and in-depth content that resonates with your audience. Eric Jones of WP Engine says, “At the heart of context lies the fact that it must reflect someone’s truth, someone’s reality.”
12. Communicate with Your Workforce: Alison Murdock of socialchorus.com says that success of an important announcement rides in part on how effectively it’s communicated internally. “Communications from leadership need to be transparent and authentic,” Murdock said. “Reaching every employee at the same time and with the same message is essential.”
13. Show, Don't Just Tell: Number one rule in journalism: Show, Don’t Tell. Martin Häring of Finastra says storytelling is key in the digital age. Make it impactful, relatable, and tailored to your audience. It’s a simple but important reminder.
14. Go Live and Let People In: Do it live. Social media livestreaming is the ultimate form of transparency and accessibility. Ellicia Romo of Peoples Mortgage Company says going live enables you to control the image you want your audience to see.
15. Crowdsource Your Content and Give Credit: Andrew Caravella of Sprout Social says to cultivate an army of creators to show your event from all angles and perspectives. Remember to give credit where credit is due.