So, you’ve got your next conference booked. Chances are, you’ve invested significant resources into booths, tickets, swag, and more. With that kind of investment, you want to make sure you’re getting the most out of the event.
From working with clients at events big and small—we’re talking a global UN conference to a thirty person meet-up—I’ve seen firsthand how a solid social media strategy can make a real impact. A little planning ahead of time truly leads to better connections and tangible results.
Here are my go-to activities for making the most of an event experience.
One Month Before the Event:
Clarify your goals – Define what success looks like for your company at the event. Are you looking to generate leads, strengthen brand awareness, or connect with industry leaders? Identifying goals from the start will help you tailor your strategy and measure your impact.
Gather a list of attendees (if possible) – This will help you pinpoint key people to connect with in order to achieve your goals. It will also allow you to find and engage with them on social media ahead of the event.
Craft engagement templates – Prepare a few message templates tailored to the different types of people you want to connect with at the event. For example, if you are a B2B startup with the goal of raising funding, you’ll want to draft a few templates for potential investors. Then, you can personalize these messages and use them for engagement on social media.
Begin monitoring the event name and hashtag – Most event websites or social media channels provide an official event hashtag. You can search the hashtag to find conference attendees on your target list who are already speaking about the event. A simple comment like “Can’t wait to see you!” or “Let’s connect!” puts you on their radar. Begin engaging and participating in conversations about the event’s topic to boost visibility and connect with attendees. Continue this leading up to, throughout, and after the event.
Announce your attendance – Share a post about your participation three weeks ahead using the event hashtag.
Week of Event:
Share behind-the-scenes content – Post candid photos of your team preparing, traveling, or setting up. This not only lets other attendees know that you will be there, but builds excitement with the rest of your followers that you are taking part in key industry discussions.
Encourage employees to share – When attendees from your company post about their own experiences on their personal accounts, it helps to amplify reach and engagement.
Set up a group chat with your social media manager – This ensures that all event-related content gets shared quickly, including schedule changes, photos, and videos. Don’t be afraid to overshare—even casual moments, like team drinks at the end of the day, can engage followers and make your brand more relatable.
At the Event:
Send content to your social media manager – Provide as much context as possible, but when things get busy, don’t hesitate to send content even with minimal details. Posting in real-time is key to keeping engagement high and getting noticed by other attendees.
Post on LinkedIn and live post on X (Twitter) – Announce when your booth is set up or that you have arrived, and encourage employees to do the same. Be sure to include the event hashtag for maximum visibility.
Keep a list of new contacts – Send the names of people you meet to your social media manager to ensure timely follow-up and engagement.
After the Event:
Follow up with new contacts – Make sure all connections made at the event are properly followed up with on social media. This could mean sending a personalized LinkedIn request referencing your conversation, engaging with their recent posts, or following up via direct message to continue the discussion.
Post a wrap-up update – Share a recap post—or better yet, a video—to highlight key takeaways and maintain engagement beyond the event.
Events are the perfect opportunity to boost metrics and raise awareness for your company or organization. Having a dedicated social media team executing the right strategies ensures you maximize your presence and impact. That’s why we support our clients throughout these key moments where strong strategies can make all the difference.
Reach out to us to discover how we can help your organization leverage the full power of social media at your next conference.
