Planning for a well-organized and successful meeting begins months and often years in advance. All this work doesn’t happen in a vacuum: Staying on top of every detail and ensuring that our supplier partners execute their tasks are chief among the planner’s objectives, whose goal is to execute a top-notch meeting. In many respects, the planner (“conductor”) leads a finely tuned team (“orchestra”) to produce a meeting (“symphony’) comprised of varied parts (“movements”).
The digital components of your meeting and the social media strategies that you employ are no different. Harmonizing them isn’t easy.
Effective social media outreach programs, while often simple in message, can be complicated in design. Most organizations have an active presence on multiple social media platforms. While many of the technical elements of social media platforms are similar — hashtags, for example — they are frequently used to reach diverse audience demographics. Messages and the language used to convey them to these distinct audiences are different because their needs and what they will respond to can be dramatically different.
Before social media platforms like Twitter, LinkedIn and Facebook became household words, managing a brand’s online presence was very much a part-time job. Social media interaction, however, moves at the speed of light. Postings and customer engagement are instantaneous. As a result, companies specializing in social media have formed to address the need and demand for active strategic development, monitoring and management. Meanwhile, some organizations have hired full-time staff to oversee their social media programs.
Either way, having the adequate resources to develop and execute a solid social media strategy, monitor online conversations before, during and after your event, and pivot when a crisis erupts or a strategy fails is paramount to social media success.
Depending on how active your brand is and your followers are on social media, these engagement responsibilities are not always best suited for the meeting planner who is consumed with so many other important details. While the meeting planner should provide input and content for a meeting’s social outreach program, support from another outlet — either a colleague or an external partner who specializes in social media — is a must.