360DigitalInfluence

The real time ability to connect with others and share experiences makes Twitter a great platform for individuals, or companies, to use in conjunction with a major event. You can customize an existing Twitter handle with an event-specific hashtag for a set period of time (#votereport is being used today by people live-Tweeting from the polls), or you can create a Twitter handle solely dedicated to that event (such as the @lenovo2008 handle I used to live-Tweet from the Beijing Olympics for our client Lenovo.)

Live-Tweeting an event can be used as a stand alone promotional tool unsupported by a broader campaign, but like most social media tactics it is most effective when coupled with other high visibility community platforms, such as a blog or Web site. Twitter feeds can be a dynamic addition, giving users a deeper experience and more ways to interact with content you’re creating. Below you can see the integration of our Twitter feed into Lenovo’s Voices of the Olympic Games Web site - where 100 athletes from 25 countries were blogging about their Olympic experiences.

Here are our recommended Follow, Create and Engage steps for those looking to use Twitter to promote their participation or involvement in an event.

Follow: Use Twitter search engines like Tweet Scan or Twitter Search to find others who are Tweeting about topics or issues that will be covered at your event.

As the event approaches, keep an eye out for the universal hashtag (#) that is being used around the event you’ll be attending. These are generally simple - often the major word in an event, or an acronym of the entire event name. Use it in every tweet so that your content is easy to find by searchers.

Follow users who are discussing your brand or product - they’re likely to be interested in your company’s official TOV (Twoint of View) on the event and might be able to help you spread the word.

Create: Your handle will have its hey day during the actual period that the event is occurring. This is when others will be looking for coverage from the event, and you can provide a real service by providing on the ground reports in real time.

Make sure your Tweets are meaningful - great verbatims, new statistics, or important announcements shared by speakers make for great Tweets. Eyewitness experiences that non-attendees would never know about are also high value. Give people information they can use themselves, or would care to share with others.

Spoiler alerts! Remember that if you’re live-Tweeting sporting competitions or other live events on tape delay not everyone is dying to know the final outcome. Consider including a “spoiler alert” warning if appropriate. (Remember that How I Met Your Mother when they all try to avoid finding out who won the Super Bowl? Twitter wasn’t in there, but it could’ve been.)

Engage: Interacting with other Twitterers who are at or interested in the event is just as important as the live-Tweets that you put out. You should be Tweeting, and simultaneously searching for other event related tweets to respond to. This will enhance your credibility as a community members.

Ask your followers questions - there is real value in creating a community around your coverage, especially since your brand is the reference point.

Follow, interact and Direct Message with influential Twitterers who are also interested in the event but don’t forget the small guys. Big fish can help give your handle visibility, but the small guys may be more apt to engage multiple times over the course of your event - and who knows which one is your potential customer?

Be pro-active in organizing on the ground Tweet-Ups, where attendees come together to meet in real life. These are often held at bars, coffee shops, or at the event venue. It can be a great way to network with others with similar interest, and get out from behind the screen to connect in a personal way.