Use Twitter to promote events- In many companies and professional areas are usually organized or attend multiple events, from fairs, conferences, exhibitions, presentations, etc. Something that Twitter can be very helpful.

Through events, generally, what is intended is to get new customers or retain them, as well as gain prestige and brand; so the social network Twitter is a very useful tool, as it can increase the dissemination and impact of these acts.

To achieve a good communication strategy in this social network, you can follow a series of tips, to apply in each of the different phases of the event: before, during and after, as indicated.

Use Twitter before the event

Create a Twitter account of the event

In the event that the organizer does not have an account for the event itself, it is advisable to create it. However, if it is an event where the organizer already has a profile on Twitter, this account can be used perfectly and take advantage of the existing community.

Create a # Hash tag for the event

This is, without a doubt, the most important step. The key is to create a new Hash tag. It is essential that when you think about what this Hash tag will be, it will be verified that it does not exist, that it is related to the event and that it is easy for users to remember, since they write it well and it is effective.

Introduce the new # Hash tag

You have to promote the event and the Hash tag at the same time. That is, start giving “hype” the months prior to the development of the act, for example, sharing tweets one or two months before the celebration of the event, always accompanied with the Hash tag that has been created, to increase their visibility.

Define content and tools to monitor use Twitter

You must determine what content is going to be tweeted before, during and after the event and, once defined, establish a series of guidelines:

• How often are you going to share content
• Establish several types of tweets: tweets that announce the event, details of this, posts related to the event
• Make differentiated lists among attendees, collaborators and speakers
• Select which tools will be used to monitor Twitter

Management of possible online reputation crisis

It must be able to react to possible negative comments or incidents that may arise when the time of the event comes or even before or after.

The key is to know how to listen to the different opinions of users and followers, communicate correctly the content and always answer the questions or mentions. For this reason, as has been said in the previous point, it is important to be clear about the tools that will be used to monitor Twitter, especially to have an organization on the day of the event and not to miss anything.

In the event that any problem arises, we must try to detect it as soon as possible and solve it in the most correct and professional way possible, always so that it does not go any further.

Use Twitter during  the event

Insist on the diffusion of # Hash tag

At the end of the day, we must continue to emphasize the # Hashtag of the event, for example, remind the attendees visually, through posters, projections on a screen or cards. In this way, online and face-to-face networking is facilitated  among the attendees, as well as the impact of the event can be measured directly.

 Type of Tweets to be issued

The type of content to be broadcast has already been established in the pre-event phase, and now it is time to put it into practice. For this, it is recommended to make updates during the event every certain time or “x” minutes. It is recommended to share in real time everything that is happening: statements, topics of interest to the speakers or the timing of the event, that is, what will come next. You can even resort to small live broadcasts through Periscope .

You can also use URL softeners to share links such as  bit.ly . Without forgetting that updates on use Twitter must be clear and concrete, obviously correctly written and providing details of the event as concise as possible.

Accompany the content with images

The audiovisual content is very effective on Twitter. For this reason, it is advisable to post photos of the events, interventions or even breaks with attendees. You can also share videos with statements from attendees or speakers. This is achieved by humanizing the event and making it more interactive.

Project Twitter content on screens

It is interesting to have a space to project the tweets that are issued, for example when there is a break or in the question time, so that attention is not lost on the exposed.

It can also be used to interact with users through questions or surveys, to see how the event has evolved and what attendees are saying.

Interact with the community

Mentions, RTs and direct messages should be constantly reviewed, offering quality content and other links to other pages, in order to give greater visibility to the event and provide attendees with links to expand knowledge on the subject, subject or content to promote.

Monitor Twitter during the event

During the event it is important that a brief analysis is made of how everything is working. For this, you must check the impact that the event is having on use  Twitter, that is, the level of interaction, positive or negative comments, favorites, RTs, responses, impressions reached, what is the busiest time, the geographical origin of tweets, etc.

Communicate the end of the event

When the event has come to an end you have to communicate it on use Twitter, while keeping an eye on the whole movement that follows on use Twitter, as possible comments or questions may arise, which must be answered as quickly as possible.

Use Twitter after  the event

Thank everyone for their interaction

When the event ends, the post-event actions come. The most important are the acknowledgments. We must dedicate some time to respond and thank the speakers, collaborators, assistants and even the non-attendants in a physical way. You can also share news related to the event, such as press releases, photos or videos. Here, it is recommended to create a list with all those who have used the hashtag , in this way, loyalty to “potential customers” and facilitate networking among them.

Evaluation and final compilation

Finally, it is convenient to prepare a final report, that is, an analysis of the impact that Twitter has had on all the phases of the event; as well as making a “story” with all the most prominent tweets during the event, something that can be collected through the “Moments of Twitter”.

For use Twitter  and Analytics , which measures all these results, and  Social Mention , is available to check who has echoed the event or its virtual content.