Using social media to broadcast live events, like conferences, new product unveilings and trainings, is almost expected by some markets and in some industries. For example, big Apple fans recently tuned into live blogs and video footage that covered the Worldwide Developers Conference. Industry conferences often encourage attendees to use specific hashtags while they tweet about the event as it is happening.
Would your business benefit from live social media coverage? Even if your company isn’t as big as Apple, your market may respond to this type of social media use. If you hold events and if you have a social media following that has a vested interest in these events, live social media broadcasting could help your business.
If you’ve already built a social media presence and already have a strong following, how do you take the next step and begin using social media for live events?
Recognize the Opportunity
First, recognize when an event lends itself to social media broadcasting. Remember your goal of broadcasting events and as your business hosts or participates in events, identify which ones should be broadcast. Things like new product reveals and events that your market is invited to are great for social media broadcasting.
Make sure the event you want to broadcast appeals to your social media audience or to a market that uses social media. If your market isn’t interested in the event, or isn’t likely to tune in on social media, broadcasting the event won’t be very beneficial.
Choose the Right Channels
The social media sites you use to broadcast your event will depend on the event itself and your market. Video broadcasting is great for things like conferences and showing off new products. Twitter can work for these kinds of events as well as events that are held over several days. If your event is especially visual, consider using Instagram.
Make sure you already have a presence on the site you choose. This will help you get more engagement and will help you reach a larger portion of your social media audience.
Generate Buzz and Encourage People to Tune In
Several weeks before your event starts, begin publicizing the fact that you will be broadcasting it on social media. Do this through your social media accounts and other marketing tactics where appropriate. Get your market excited about the event and make sure people understand how they can follow the event and participate through social media.
As you broadcast your event, make sure your followers understand what they are looking at or reading. Make it very clear that the updates, pictures and video clips are from the event. You can do this with the words you use, by using hashtags or by setting up a specific page or channel (like a YouTube channel or a Twitter account) for the event.
If you choose to broadcast an event through social media, be consistent with it. Post through the entire event and make it easy for your market to follow along. There are few things more frustrating than incomplete broadcasts. If, for example, you post a few pictures or a few tweets at the beginning of the event, but then suddenly go quiet, you will frustrate your audience and harm your reputation and brand image. This approach also won’t hold your market’s attention, so broadcasting your event won’t benefit your business.
Broadcasting events through social media is an excellent way to raise awareness of your brand, connect with your market, involve your social media followers and promote your products. These tips can help you use your social media accounts wisely so you can successful broadcast your next event.