The first post in this series focused on the pros and cons of sponsoring a tweetchat. The second post dove deep into the details on how to start planning and preparing for your first tweetchat event. Part three is all about promotion.
At this stage, you’ve got your tweetchat set up, you have a lineup of great speakers and panelists and you’re mitigating the technical difficulties as best you can. So how do you promote the tweetchat?
Remember your objective. What was the purpose of the tweetchat? To get leads? Improve awareness? Develop relationships with bloggers? Like most other media events, focusing on the proper channels is imperative.
- Leverage other sites. Add the event to your company’s page on Facebook and any use group sites. With LinkedIn, I promoted to our customer user group and the community groups where I actively participate. I decided against blasting the information out to groups of which I am not an active member.
- Re-tweet friendly. Make your Twitter promos short, catchy and within the boundaries of the character limit for others to re-tweet.
- Use different keywords/hashtags. People are following different tags like #crowdsourcing, #startup, #web20, etc. Do a little research on your topic areas and sort out which topics are followed by the audience you’re trying to reach.
- Ask your close allies to help. I’m not suggesting you send out something that says “PLEASE RT.” Instead send the copy personally to your close friends, allies and colleagues. Ask them to re-tweet at the appropriate moment, typically the morning of the event.
- Have a non-Twitter option. Think about offering another option for participation in addition to Twitter. Another idea is to add a non-Twitter option like a conference call or video to every fourth tweetchat and tailor the content accordingly.
It’s really important to keep your target audience in mind. Sometimes it’s hard to admit that those frequenting your corporate Web site are not the best target for a Twitter-only event. For example, establishing Smartsheet as a leader in crowdsourcing meant reaching influencers and bloggers who are Twitter-savvy and that meant not posting a broad message on our Web site.
Be sure to check out the fourth and final part of this series: Follow-up for Your Tweetchat to Make it Continue Working for You.
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About the Author: Maria Colacurcio is the co-founder of Smartsheet, the only collaboration tool with a built-in workforce. Prior to starting Smartsheet, Maria worked in B2B marketing for 10+ years at companies including Onyx Software, NetReality and Microsoft. Join our weekly Tweetchat on crowdsourcing by following @Crowdwork on Twitter or #crowdwork Thursdays at 9am PDT.