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Published August 5th 2014

Events 101: Using Social Media Monitoring for Events Planning

When choosing which events to attend throughout the year, you can often feel like you are sinking into an abyss of emails and phone calls. There are so many different events out there, but only a select few will bring you the returns you want.

Let’s face it – all of us are on the hunt for leads and it is important they are right for you.

Luckily for me, I get to use a great tool to narrow down my search – Brandwatch Analytics of course!

Using social media monitoring enhances your processes before, during and after an event. Here are some top tips for ensuring you choose the right event and prepare for ultimate lead gen domination.


Monitor Your Verticals


You may find you have a case study or product that you wish to push that appeals to a certain sector.

Therefore, it is imperative that you find an event that focuses on this rather than an event that is too broad or vague in nature.

Finding an audience that is receptive to your brand is a major part of the events battle.

But, by using a social media monitoring tool, you can compile a list of events that are relevant to your needs.

For instance, if you wish to attend travel events taking part in the US, you can create a query that tracks travel keywords near to phrases that are linked to events.

You can then narrow down your search to mentions in a certain state or a city depending on where you wish to focus your attention.

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Find the Buzz


Attending annual events means that you can backtrack to monitor the buzz from the previous year.

Evaluating the perception of past events can help you to decide if it is right for your brand.

You don’t want to attend an event that has a mountain of negative tweets against it!

If you do decide that you want to move ahead with an event, tracking the conversation in the run up to the big day can be extremely useful.

What topics are the most discussed, what professions are the potential attendees and where are they gathering online?

These are all questions that can be answered using SMM before you even enter the presentation hall.


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Track Down Attendees


Reaching out to delegates before you attend an event is a superb way to create meetings with potential clients.

By using social media monitoring you can determine if they are interested in your vertical or product beforehand.

This can be achieved by creating a query for an event, highlighting the relevant authors and then placing them on an author list. They can then be cross-examined for interest in your market.

They may indicate that they want to purchase products like you’re providing or it may simply help you to qualify a lead.

The real time nature of social analytics means that it is continually providing interesting insights for an audience.

That is why it can be a great benefit for those who have a booth at an event.

Wanna try it out for your next event?

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