Social Media Myths and Truths
(reprinted from ShowSmart March, 2010 issue) by: Mitch Arnowitz
Myth: A Tweetup is all you need to drive booth traffic.
Truth: A Tweetup can be a powerful event marketing tactic when used as part of a mix that includes both traditional and digital media ingredients.
A Tweetup is an event for people that use Twitter, enabling them to not only interact online, but also come together to meet in person. Twitter is a micro-blogging tool that enables its users to send and read brief messages—known as tweets—of 140 characters or less. From a marketing perspective, Tweetups can be used for lead generation, featuring demos, creating general awareness and/or driving booth traffic. They’re also a way to maximize the increased usage of Twitter at trade shows and events. For attendees, Tweetups are great opportunities for networking over a common interest.
While on site Tweetups can be a good way to drive traffic, they should also be part of the relationship-building process. Pre-show engagement through Twitter feeds, like the 2010 NAB Show’s feed @NABShow, help establish rapport and build excitement. Building your network of friends and followers increases the number of those that may attend a Tweetup and pass your message along. Tweetups should be part of a marketing mix that includes traditional media, collateral’ and other digital media. Position your Tweetup for maximum exposure!
A well thought-out plan helps ensure a successful Tweetup. Will your Tweetup feature an event such as a demo, or are you more interested in general traffic and awareness? While having a Tweetup at your booth is good, a Tweetup that drives traffic to a booth demo at a specific time may be more useful. Will you reward those that show up for your Tweetup? How will you identify participants? Has booth staff been alerted?
Tweeting and Tweetups are also being used to enhance on site customer service efforts. Many attendees may use Twitter to converse with your booth staff, especially if the show venue is large. Resources should be available to carefully monitor and quickly respond to these inquiries as well.
- Yahoo! Mail vs RSS
- What We're Reading, July 29th: The Too Damn Hot Edition
- Is your online communications program in need of a tune-up?