The very way we interact with each other is changing rapidly, with major news events reaching us first via "tweets," momentum for social movements large and small first harnessed via Facebook and the foundation of how we present our professional selves to the world built on a LinkedIn platform.
Those who work in an industry such as meeting and convention planning, which begins and ends with interaction, are embracing this social phenomenon and acting as a conduit to attendee cohesion.
Among them is Jessica L. Levin, president of Seven Degrees Communications, who firmly believes social media is a transformative force that must be harnessed.
"Social media is not a trend, it is a shift in the way we communicate," she says. "The job of a meeting planner is to bring people together and educate them, which is also the purpose of social media."
This being said, some planners have yet to jump on the bandwagon, notes meetings technology guru Corbin Ball, CEO of Corbin Ball Associates.
"Not everyone is on board; many planners are still trying to figure it out," he says. "Plus, there are some vertical markets that are not using social media at the moment."
Even so, the numbers indicate that nonusers make up a small and rapidly shrinking percentage. More than 500 million people use Facebook, more than 200 million use Twitter and more than 100 million use LinkedIn.
Meeting planner MaryAnne P. Bobrow, owner of Bobrow & Associates, readily uses social media for events, many of which are for association clients who are heavily concerned with building attendance. She is an enthusiastic advocate.
"It is incredibly effective at getting the word out about an event," she says. "It also positively affects a company's bottom line; they don't use as much print marketing material anymore. By using social media, my clients have saved thousands of dollars."
Before launching into a social media campaign, Ball recommends first spelling out the goals and objectives.
"Don't just do it and hope it will work," he says. "Establish a plan and measure your activity. After the event, figure out where your plan succeeded and failed; that way you will know better for next year."
The following are some important steps to take.
BEFORE THE MEETING
Engagement via social media can start way before a meeting, through several channels.
Set Up an Event Page
According to Ball, planners should start the process by building a Facebook event page and a LinkedIn event page.
"These are free and simple tools to use," he says. "Once you've set it up, send the link out to your distribution list and ask your list to send it out to their distribution lists. It is a perfect example of viral marketing. This event page will serve as a central place for people to talk about the meeting's agenda and to invite friends."
Event pages are also great places to "crowd source," Levin notes.
"Crowd sourcing is doing research and getting feedback through social channels," she says. "As a planner, you can crowd source on your event pages by asking followers and friends what topics they would like covered at the event. You can also share upcoming deadlines and calls for speakers."
Create a Twitter Hash Tag
Twitter is a social media vehicle that allows users to convey 140-character-limit messages. When a message (or "tweet") addresses an event, there is usually a hash tag at the end of the message, signifying the event. Hash tags can contain identifying letters and are always preceded by the pound sign (#).
For example, #WEC11 is the hash tag for the upcoming MPI conference. Each time MPI writes about the conference, the author will end the message with #WEC11, thereby making event conversations searchable on Twitter.
"Create a hash tag and make it as short as possible, then promote your hash tag across all multimedia channels," Ball says. "Before creating a hash tag, check to see it isn't already used, and then make semi-regular tweets about your event using your hash tag."
However, hash tags aren't a good fit for every event, according to Levin.
"They wouldn't be appropriate for confidential meetings," she says. "It really depends on the goal of the event."
Develop a YouTube Channel
In today's instant-obsessed culture, most people would rather receive information on video than read text on a page. Planners can use this to their advantage by going on YouTube and establishing a channel for an event (this is free).
"Video is the new language of the Internet; you can do so much more with video and audio; it is engaging, interactive and reaches out and grabs you," Ball says.
After establishing your channel, Ball suggests asking speakers to make one-minute videos previewing their conference talk.
"Then, throw it up on your event page and publicize the video on Twitter with your event hash tag," he says.
Contact Bloggers
There are blogs on seemingly every topic and in every industry. Ball recommends reaching out to well-known bloggers before a conference and granting them free attendance.
"Invite bloggers to come and speak," he says. "Then, give them a place at the conference (such as a bloggers lounge) where they can post to their blogs daily. It will create great publicity for your event."
DURING THE MEETING
Now that the meeting conversation is started, the real social media fun happens at the event.
Encourage Twitter Usage
Gone are the days where looking at a phone during a meeting is considered taboo. Today, typing away on your handheld device during a speech is widely accepted; many speakers even encourage it.
"Have your attendees use their phones and Twitter to engage in a poll during a session or keynote speech," recommends James Spellos, president of Meeting U, a technology training company focused on the hospitality industry. "Delegates can use the event's hash tag so others can follow the conversation and tweet questions. Planners can also use Twitter to communicate changes to the event."
Use Location-Based Applications
Social media doesn't just encompass Facebook, Twitter and LinkedIn; it includes location-based applications such as Facebook Places, Gowalla and Foursquare. The latter are apps downloadable to smart phones that allow users to "check in" at locations ranging from restaurants to expo booths."Location-based apps are great in a trade show format and take away the need for an old fashioned passport and stamp," Spellos says. "Instead, you can 'check in' at a booth and create contests on prizes digitally. You can also create scavenger hunts at events and use them in a team-building capacity."
Take Photos
Levin says photos are a great way to engage attendees during a meeting.
"Ask people to take photos throughout the event and upload them to Twitter, Facebook or a photo site like Flickr," she suggests. "You can now tag groups on Facebook, which is a nice way to identify photos from a meeting."
Blog
Blogging is an excellent way to get the word out during an event, even if you haven't hired or invited an expert blogger—just ask meeting volunteers to blog during an event. Ball says blogging lounges are the perfect place in which to direct them.
"There used to be press rooms at conferences; now there are blogger lounges," he says. "Set up stations where bloggers can upload content."
AFTER THE MEETING
Social media interaction is a year-round commitment, even in situations where there s just one event in a 12-month period.
Immediately after an event, Bobrow says she will interact with attendees through social media channels to discuss great sessions, major points and to get feedback.
"I will talk about a conference for about two months with my attendees," she says. "I'll conduct surveys, share photos and keep the conversation going."
Two months after a meeting, she will start promoting next year's event.
"Then I will start engaging speakers via social media, securing sponsorships, booking speakers and announcing things like early registration," Bobrow says. "The engagement is constant."
Levin likes to host virtual chats with attendees, exhibitors and speakers after events.
"It is a nice way to get together and talk about key takeaways," she says. "I also like to remind people to connect with each other on LinkedIn."
Year around engagement is of utmost importance to a meeting's success, according to Ball.
"The more you keep in touch, the more likely attendees will come to the next event," he says.
Katie Morell is a Chicago-based writer and former Meetings Focus editor: www.katiemorell.com
