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Social media involvement adds the ‘wow factor’ to live events. This white paper explains how to manage social media around live events, drive engagement and improve the overall live event experience, with some suggestions for the tools to help you do it.
Citation preview
Authored by
Date
26
2012
For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com
eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK
Social media involvement adds the ‘wow factor’ to live events. This white paper explains how to manage social
media around live events, drive engagement and improve the overall live event experience, with some
suggestions for the tools to help you do it.
November 2012 Authored by Tamara Littleton, CEO
Managing
social media
around live
events
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eModeration: The Guide to Social Media Engagement for Financial Organisations
2
Managing social media around live events
The live experience and social media – why it matters ...................................................................................................... 3
What you’ll learn from this whitepaper .................................................................................................................................... 4
What social media can do for your live event ....................................................................................................................... 5
Promoting events ............................................................................................................................................................................. 5
Extending the live experience ..................................................................................................................................................... 6
Sports events ................................................................................................................................................................................. 6
Entertainment shows ................................................................................................................................................................... 7
The fashion world ......................................................................................................................................................................... 7
Politics .............................................................................................................................................................................................. 8
Sharing ideas ................................................................................................................................................................................. 8
Fuelling the live-event fire .............................................................................................................................................................. 9
The Royal Wedding .............................................................................................................................................................. 9
MTV Video Music Awards ........................................................................................................................................................ 10
The Olympic Games ................................................................................................................................................................. 11
Political speeches ...................................................................................................................................................................... 12
Types of social media live events .......................................................................................................................................... 13
Live chats, comment participation. ..................................................................................................................................... 13
Live events, no broadcast coverage ................................................................................................................................... 14
Q&As ............................................................................................................................................................................................. 15
How to manage and curate social media for live events ................................................................................................. 16
Engagement ............................................................................................................................................................................... 16
Curation ........................................................................................................................................................................................ 17
Preparation .................................................................................................................................................................................. 17
Moderation .................................................................................................................................................................................. 18
Channels...................................................................................................................................................................................... 22
Live streaming via YouTube .................................................................................................................................................... 22
Google + Events and Hangouts ............................................................................................................................................ 23
Twitter ............................................................................................................................................................................................ 24
Tools .............................................................................................................................................................................................. 25
About eModeration ................................................................................................................................................................... 26
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Managing social media around live events
The live experience and social media – why it matters
Live events. There’s nothing like them. Sport, politics, entertainment – no matter what the
subject, live makes them more… alive! Whether you’re at a gig, hooking up with friends at a
bar to watch ESPN or Sky Sports, having people over to watch America’s Got Talent or X
Factor, it’s the immediacy, the unpredictability that makes it so engaging.
Add in the possibilities of social media, and you’ve got something with enormous reach.
We’re not content to just watch passively any more. We log on to Facebook to kick someone
out of the Big Brother house; we congregate in public parks to watch the Olympics, then
Tweet like crazy to relay the excitement; we participate in political Q&A sessions, firing
questions we want answered.
This is the new era. It’s 20,000 Tweets when the winning goal goes in; it’s set lists and videos
from the O2; it’s your opinion on that contestant before the last note is sung. It’s live and
dangerous. And you should be there.
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Managing social media around live events
What you’ll learn from this whitepaper
Social media involvement adds the wow factor to live events. Savvy brands are using all the
channels at their disposal to generate a buzz around the events they are associated with.
That’s what this white paper is all about. We’ll explain how to manage social media around
live events, drive engagement and improve the overall live event experience, with some
suggestions for the tools to help you do it.
We’ll also show you how to manage the risks. Inviting a wider online audience to be part of
your event requires you to strike the balance between encouraging participation and
making sure people behave themselves. The great thing is that it’s all manageable, and
without killing the buzz. Live is fun; live is immediate; live is powerful. So how can you make it
work for you?
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Managing social media around live events
What social media can do for your live event
Promoting events
Picture this: you have a major product launch, and you’re throwing a party to celebrate.
You’ve found a hundred opinion-formers to invite as guests. How can you help your
advocates to get the word out to your thousands of fans – and those people you want to
turn into fans?
Social media channels are ideal for jogging memories, reaching contacts and building
momentum.
On Twitter, for example, you can create a specific hashtag about your event – eg
#productxlaunch – and encourage people at the event to use the hashtag and Tweet live as
your event unfolds. Have your own people Tweet the headline facts; not too often, but often
enough that fast-moving Twitter feeds catch the buzz. Let the people at the event supply the
commentary and opinion.
Facebook Events take no time
to create. You can make your
page public or private, and
send personal invitations to loyal
customers and interested
prospects. Facebook may not
be the newest kid on the block,
but it’s still the most popular
social network, which means
your event has a better chance
of being found.
Google+ Events are another great way to spread the word. What sets Google’s relatively
recent event-planning platform apart is it encourages engagement before, during and after
the event, linking with Google+ hangouts and YouTube (more on this later). It’s also fun to use
and a doddle to master.
For ticketing options which will allow payment, Eventbrite is the market leader, socially
connected, with full data tracking and now with a new iPad ‘at the door’ credit card reader
system.
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Managing social media around live events
Extending the live experience
Social media allow brands and broadcasters to extend the reach of their events and bring
people close to the action. Fans can watch live streaming on YouTube, Google+ or
Facebook, or submit ideas and questions to a live panel, for example. Here are some
examples of how live events organisers have used social media:
Sports events
At the start of 2012, Livestream hooked up with The Championships at Wimbledon to give
tennis fans unprecedented online coverage and access. Fans were treated to up to five hours
of live video streaming a day, and enjoyed interviews with players, press conferences, off-the-
court reports and behind-the-scenes content that wasn’t seen on live TV.
But where the interaction really took off was on social media channels – fans chatted in real-
time with each other during matches, shared photos, and got updates on everything
happening at the tournament.
Wimbledon using Facebook & Livestream to create a mashup to
connect the press room to Facebook fans.
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Managing social media around live events
Entertainment shows
Broadcasters aren’t just fighting for
audience figures. They’re wise to
the power of user-generated
content, and many live TV shows
are now created with social media
firmly in mind.
In the UK, Strictly Come Dancing
and X Factor go head to head not
just on the airwaves, but in the
Twittersphere. When it came to the
crunch, the opening shows pulled
in a similar number of viewers.
However, X Factor trounced Strictly
three-to-one in the Twitter stakes,
handing it an important victory – it
was deemed the show that
everyone was talking about.
The fashion world
Fashionistas are also using social
media to extend the catwalk
experience. For example, UK
clothing brand Topshop created a
live-streaming, customisable
catwalk experience, first debuted
during Fashion Week in September
2012. It works by synching live-
streaming of the show with the
website, delivering a real-time customisable catwalk experience. Watchers can instantly buy
the look strutting down the runway, browse the different colour options for the outfit, check
out (and purchase) the make-up the models are wearing, share live photos of each model /
outfit, and even download the music playlist. Find out more about social media fashion
trends in our whitepaper on how the fashion industry is using social media.
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Managing social media around live events
Politics
The 2012 US election saw campaigns fought online like never before – the internet and social
media platforms have become key political battlefields.
The Democrats wasted no time in using Twitter, Tumblr, Reddit, Linkedin and Facebook to
engage voters and mobilise volunteers. The Republicans also pumped serious resource into
their social media strategy. The Party’s YouTube channel was the online hub for its
convention, dubbed the “Convention Without Walls” – the idea being anyone can be part of
it, no matter where they are in the country. And they offered behind-the-scenes coverage
with an array of other connected platforms, like Facebook and Google+ Hangouts, and hired
social media reporters to update the channels. Obama made history back in January 2012
with the first ever Presidential Google+ Hangout: a risk which turned into a huge success.
Facebook friends aren’t forever though: post-election, Mitt Romney lost 847 Facebook “likes”
per hour.
Even Xbox gamers were served up their
own slice of the Presidential race, with an
Obama-Romney debate streamed live to
their console via the online Xbox Live
service. They had chance to answer
polling questions via Twitter #XboxPoll,
and see reactions to their questions in real
time.
Sharing ideas
TEDx is a great example of a format that takes a live event and uses online media to extend
its audience and share ideas beyond the event’s physical attendees. Live streaming of the
event means you can still be a part of the discussion and share a connection with those
interested in the topic.
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Managing social media around live events
Fuelling the live-event fire
Certain events will always generate huge numbers of social shares / follows, and here brands
and broadcasters have a choice. They either ‘curate’ and manage user-generated content,
repurposing it to stimulate even more of a buzz around the event; or they can leave the
content be, and allow the buzz to spread purely virally.
Some high-profile events that spurred
huge social media activity:
The Royal Wedding
When Prince William tied the knot with Kate Middleton, social media channels were fit to
burst. On their big day, more than one million people in the UK used their Facebook status to
discuss the nuptials, with some 684,399 updates referencing the marriage in just four hours –
that’s 47 mentions every second. Stateside, there was also huge interest in the couple, with
US Facebook users posting nearly two million updates.
The wedding was an excellent example of how social media can capture what people are
thinking and propel anything into public consciousness. Not that long ago, Princess Beatrice
might have got away with just a rebuke from the style police for her odd-looking hat. But in
the social media age there’s nowhere to hide. Her headwear has assumed cult status – the
‘Princess Beatrice’s Ridiculous Royal Wedding Hat’ Facebook page has more than 134,000
likes.
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Managing social media around live events
MTV Video Music Awards
The 2012 MTV Europe Music Awards event on November 11th was one of the most social
events ever: a textbook example of how social media can be used to extend an event’s
boundaries far beyond the event itself. This year’s show was laden with social media activity,
the cross-platform campaign incorporating gamification, social 'clout' rewards, social
sentiment, a Video Wall Studio and a second screen live viewing experience across 36
regions and 22 languages. MTV screened the Backstage Show live online during commercial
breaks, giving music fans access to behind the scenes action, red carpet arrivals, live artist
interviews and the presentation of two awards. The Video Wall Studio featured the popular
MTV EMA Twitter Tracker which this year had three modes: Buzz, Photos, and the Prediction
hashtag #EMAWIN.
The EMA amassed a whopping 5.7 million tweets during the show according to the Twitter
Tracker: here are the winners on the leaderboard. Fans could chat, share viral moments, and
receive real-time alerts on winners. Via the AttracTV overlay, fans had access to alternate
camera views, live polling and artist twitter feeds.
This kind of event takes at least a
year to plan, and needs a long tail
to get the fans involved. MTV
began the social media lead up to
the event in August 2012, with a
Facebook competition to win
tickets to the awards, and regular
updates, reminders and teasers as
the date drew near.
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Managing social media around live events
The Olympic Games
The 2012 sporting spectacular has been dubbed the first ‘socialympics’, with Twitter providing
the alternative commentary to the games (which gave those trying to watch NBC’s much-
criticised patchy and delayed coverage at least some idea of what was happening) and
athletes’ profiles gaining massive followings. During the opening ceremony, Twitter saw more
Tweets in a single day (9.66 million mentions) than it saw during the whole duration of the
Beijing 2008 Olympics.
However, it wasn’t without controversy: some athletes were either loose-lipped, or gagged;
and brands who wanted to ride the Olympic wave and create promotional activity around
the event were subject to a legal quagmire of restrictions (see our Social Media Guide to the
2012 Olympics which aimed to lay a pathway through the quagmire).
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Managing social media around live events
Political speeches
Politicians have always delivered powerful speeches that got people talking – but in the past
it was far harder to quantify exactly how much people were talking. You could run a radio
phone-in right after the speech, but that would hardly be a representative sample. Or you
could run an opinion poll to gauge the impact of the speech, but it would take time to
collect and analyse the results.
Today, Twitter releases figures almost immediately after major political rallies – you can see
quickly how many people are talking about a subject, and with what intensity thanks to the
Tweets per minute stats. According to Twitter’s official blog, the Democratic National
Convention generated more than 9.5 million Tweets – more than double the Republican
National Convention. Not all buzz of course, is good news: sentiment analysis tools will tell you
whether the opinion is for or against.
The President also set a new record for political moments: 52,756 Tweets per minute right after
he finished his acceptance speech. And when it came to sound bites, Obama scored big
again: more than 43,000 for “I'm no longer just the candidate, I'm the President”, and 39,000
for “I will never turn Medicare into a voucher”.
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Managing social media around live events
Types of social media live events
There is huge scope for different types of social engagement with live events, but we’ve
attempted to categorise them into three types:
Live chats, comment participation. The audience is either live at the event or watching it remotely, and they use a second
screen/mobile device to provide crowd-sourced commentary. Social media may be curated
(cherry picked, editorially guided) or not (simply moderated). Minimal editorial input is
required if using a host, but guiding discussion during the quiet bits or providing commentary
is the way forward. This would be live to big screen or scrolling on TV; it can be a huge hit, but
needs perfect moderation to ensure no inappropriate content is accidentally published.
Examples:
The FA Cup Final Tweets and audio clips were displayed on ITV website alongside the
live match.
Hosted live chats on the websites of reality TV shows such as The Apprentice and X
Factor. Live chats during broadcaster’s special events such as elections, or the Royal
Wedding.
US Tennis Open 2011: : The US Tennis Open attached match stats and news to viewers’
tweets and displayed them on the US Open website.
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Managing social media around live events
Live events, no broadcast coverage
Here the emphasis is much more on encouraging participants at the event to blog or tweet,
to give a flavour of what is going on and to create a record of the event. Events may be
streamed live or not, but there is no attempt to pull in UGC to the event itself.
Examples:
Product launches
Seminars
Conferences
Encourage people attending your event – whether in person, or virtually – to post to any
channels dedicated to the event (your webpage, Facebook, Google+ and so on). Make
sure, however, that you
moderate these channels so
you don’t end up associated
with inappropriate content).
Live blogging and Tweeting
can be a great way of
engaging people who don’t
want to attend or view the
whole event, but are
interested in the highlights.
Consider platforms like Storify
to bring all your event’s social
content into one place.
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Managing social media around live events
Q&As
Often technically similar to Live Chats, but here the curator/host role is very important,
because audience expectations will always far out-run the ability of your guests to respond.
You need to collate similar questions alongside the Q/A stream, and manage expectations.
Encourage the audience to offer answers to the questions themselves, to fill the gaps while
your guest is replying; it involves more people. Note the problems associated with issues like
health or money matters, where everyone wants their question answered and people want
very personal advice – which you won’t be able to provide. They are often poor user
experiences because of this, and questions should be selected so that the answers can be as
general as possible.
Choose the right software. It’s important to use software that publishes the question and
answer together, and enables ‘question queuing’. For example, when the moderator finds a
suitable question from the incoming suggestions, they can place it in a 'holding' queue,
where it can later be read and answered by the host or guest panellist. Ideally, the software
should let the contributor who posted the question know that their question is on hold, so they
don't keep repeating it. This 'why won't they publish / answer my question?' frustration is the
most common complaint when users are 'in the room' with the chat (it’s less of an issue where
the feed is drawn from Tweets or other 'remote' sources).
Examples:
Doctor Who Q&A at Expo Comic
Con (Edited YouTube version)
was streamed live on You Tube,
with questions on YouTube and
the Facebook Page
The Obama Google+ hangout
↑ Click to see the Dr Who Q&A
Click to see the Obama hangout ↑
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Managing social media around live events
How to manage and curate social media for live events
Engagement
In today’s digital world, you can’t afford not to use social media to drive engagement
around your live event. How successful you are in harnessing these channels will have a major
impact on the success of the overall event. So it’s crucial to engage people at every
opportunity, before, during and after the event.
The University of Southampton in the UK offers a great example of how to maximise
engagement around a conference. During a live event, ‘Social Media Champions’ carried
out interviews with conference participants about their experiences and interactions via
Twitter, Storify, Flickr, Vimeo, LinkedIn, Facebook, QR codes and Corkboard. They also
collected delegate feedback after the event.
During your event, engage with the community as much as possible. If you can,
acknowledge and respond to comments from users – but of course, if you’re running a live TV
event, for example, sheer volumes will make that impossible. But you can spot themes and
trends in user comments, and post responses that address those themes.
Generally, events that ask questions have a higher engagement rate than those that just
invite comments. For example, when a host asks, ‘Who’ll win tonight’s showdown?’, it makes
it very easy for people to respond. Tip: a lot of the responses will be repetitive, so encourage
and display the concise and entertaining ones.
Be human. When you host a live chat and respond to comments, sound like a human being.
If you sound friendly, helpful and like a real person, your brand will come across as one
participants can relate to. And that’s what brand building is all about – sharing an emotional
connection.
Be responsive. Contributors love the personal touch of being acknowledged, and the chat
going in a direction they’ve set. And a good Host can lessen the disappointment of those not
seeing their comments posted by co-ordinating with the moderator and addressing any
complaints promptly and appropriately. Remember, it’s all about the quality of the
engagement, not the quantity.
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Managing social media around live events
Curation
Social media moves fast. Something interesting happens, and suddenly people post content
from all angles. This means one of the most important considerations when preparing for any
live event is how to curate all that content. You need to bring a sense of order and clarity to
proceedings, otherwise all those posts will just come across as ‘noise’. Get it right and you’ll
foster trust in your brand, enjoy a greater level of engagement, and see more people tuning
in for future events. It’s easy to feel overwhelmed by how much you need to take charge of.
Spotlighting interesting comments is a good way to encourage participation from your
community. Create a system to collate interesting comments, and highlight them (using
‘editors’ picks’, for example, as some news sites do). This is also a valuable way of collecting
feedback after the event.
Preparation
Set guidelines
People need – actually, like – boundaries, and with a hosted event it is essential to set them.
Put the rules somewhere they shouldn’t be missed. If the opportunity or the need arises, direct
people to check them out. Be very clear about what’s acceptable and what’s not. And
make sure you enforce your terms, otherwise you’re compromising your integrity and your
reputation.
One more thing: review your guidelines regularly. Social media technology moves fast, you
can’t afford to lag behind. What worked this year may backfire on you next time around.
Manage expectations
Don’t oversell participation. Most contributors won’t see their posts on screen, so there’s no
point promising something you can’t deliver. If you do, you’ll annoy people (who will be very
visible with their annoyance) and they’ll have less confidence in you in future. Many
questions / comments carry a common theme, so one way around ‘participation frustration’
is to have a separate display of frequently posted comments, or variations on a popular
question you are going to answer just once. If contributors see their question has been
covered, they’ll be less likely to feel shut out.
Avoid arguments
Don’t get drawn into discussing individual acts of moderation – it’s asking for trouble and
diverting resource that’s better spent elsewhere. Again, just remind the contributor of the
rules. They’ll get the message eventually.
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Managing social media around live events
“At the peak of the World Cup, when goals were scored, a Tweet a second was coming onto the tool, and we were clearing them nearly as quickly. The tweeted goals came on screen only five seconds after the ball actually went in the net. It felt like fan commentary”
Moderator, ITV Twitterfall World Cup 2011
Moderation
You’ll need robust moderation in place to prevent your event being hijacked. This is fast-
paced, highly-pressured work: we recommend at least two moderators working
simultaneously to allow for high volumes and shifts to be scheduled to allow for staff breaks in
order to maintain concentration levels.
Brands adopt different approaches to moderating user-generated content. In fact, how they
moderate is in itself a reflection of their brand values. Below are some universal truths worth
considering, regardless of the nature of the event.
Choose pre or post-moderation
Put another way, will you allow content to appear live before it’s reviewed (post-
moderating), or would you rather review all content before goes live (pre-moderated)?
Which method you choose will hinge on the channel, the type of event you’re running, how
many participants you’re expecting, and what level of risk is acceptable to you.
In our experience, moderating during a hectic live event is less about rejecting unsuitable
comments, and more about choosing the best and most apt comments for publication
(cherry-picking), so pre-moderation is recommended. You improve the whole experience by
providing better quality, content which can be screened for bias, heavily reduce the risk of
inappropriate content, and provided you are set up right, there is no appreciable loss of
immediacy. Moderated content can appear live on the right platform in seconds.
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Managing social media around live events
If you post-moderate, then remember that even if content is only up there for a few seconds,
that’s enough time for a Retweet or screengrab. The pressure on the moderation team will be
very heavy.
It’s an obvious point, but worth mentioning that you can’t moderate Twitter. Tweets can only
be deleted by the user or by Twitter itself. What you can (and should) do is moderate them
before you publish a stream curated from keywords or hashtags. Beware also the Twitter
spambots who will leap on trending hashtags and ruin an event for everyone.
With some channels – notably Facebook, Google+ and YouTube – you can’t pre-moderate.
Which means that moderation needs to be very, very, very quick. You can at least set filters in
Facebook and via Facebook tools to help with anticipated inappropriate content.
The community management team needs to set moderation guidelines (more complex
versions of the user guidelines) which can be easily referred to during the event. Inevitably
there will be some ‘grey areas’ and potential emergencies (bomb threats etc). Provision
should be made for escalation during an event.
Control the flow
Part of the moderation team’s job is to control the speed at which comments are published.
Some brands base their KPIs on the number of comments displayed during the event, but this
is misleading. Depending on the display, participants won’t be able to read more than 150-
180 words a minute. If an average message is 20 to 30 words, they can only read six to 10
messages a minute, which means they should only be scrolled through at that rate. This is
what we call a natural 'throttle' on the level of user participation. Most software allows for pre-
moderation with a slight delay and a good moderator will make sure that the stream is
constant and not too fast.
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Managing social media around live events
Keep the conversation balanced
Cherry-pick between different media and opposing opinions, for example, to ensure that
published content reflects what is happening in the live event, and the direction in which the
hosts would like it to go.
If there is to be a Q&A element to the event, the software needs to allow for 'queuing' of
questions: when the moderator finds a suitable question from the queue of incoming
comments, they select and place it in a 'holding' queue, where the question can be read
and answered by the Host or guest panellist. When the answer is ready, the software will,
ideally, publish the question and answer together.
Control the conversation
Live debates and Q&A-style chats need special handling because at any moment you might
receive a deluge of comments that skew the debate in one direction. Be on the lookout for
counter-arguments to balance it out, and be aware of agenda-driven hardliners trying to
narrow the debate to a single issue. So keep a tight rein on the discussion and make sure it
follows the format you want, otherwise the loudest voices will drive the conversation. Make
sure though that you take context into account: comments about how immigrants impact
the economy should be handled differently to those that are just plain race discrimination.
Constant communication
Keeping the lines open
between the organisers, the
host and the community
management and
moderation teams is
essential. The Community
Manager or Host can quickly
respond to specific issues
arising from the event or
from the chat. S/he should
give instructions to the
moderation team, and from
them gather sentiment from
the comments which aren't
being published. This allows the moderators to not only provide feedback on issues that the
users want to talk about, but where the conversation has yet to lead.
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Managing social media around live events
Be brief
Shorter messages mean more messages make it on screen, and typically result in greater user
engagement. But take context into account. Pithy comments during America’s Got Talent
are fine, but during a serious news event they could appear inappropriate or insensitive.
Never allow abusive comments. Ever.
It’s really important you’re consistent with enforcing this rule. For example, if you forbid all
swear words, don’t turn a blind eye to an expletive just because the rest of the post is right on
the money. A moderation tool will give you the opportunity to block abusive users or
spammers, but it’s also worth remembering that contentious subjects stir up strong feelings. So
give people a chance. Sometimes they just need reminding of the rules, and not to let
passion give way to abuse.
Close to 40 percent of Americans now use their
tablets or smartphones while watching TV at
least once a day, and twice as many do it at least
once a month ... these devices are omnipresent,
and not just among the youth. Today, more than
39 percent of people use their smartphone at
least once a day while watching TV, 62 percent
say they do this multiple times a week and 84
percent do at least once a month.
Nielsen Cross-Platform Report . Q2 2012
”
“
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Managing social media around live events
Channels
We’re not going to pretend we’ve covered all the options. But here are some tips for a few
FREE events channels you may want to consider:
Live streaming via YouTube
For anyone who can’t get to your event, live streaming is the next best thing and can work
wonders for extending a brand’s reach.
YouTube is a social media heavyweight and remains hugely popular – more than four billion
hours of video are watched every month, making it the largest video network in the world. So
it’s well worth considering broadcasting live using this trusted platform. You can even stream
straight from your webcam, using a Google+ Hangout, which then links to your YouTube
channel for the actual live broadcast.
Sheer weight of YouTube numbers means you could bring a lot of exposure to your live event
and brand. Once you’ve set up your broadcast, use every social media channel you can to
forward the YouTube link.
But beware of comments on YouTube: the anonymity of the channels makes it more
susceptible than most to abusive comments and spam. Approach with caution, and
moderate the comments (or disable them) so your streamed event isn’t associated with
inappropriate content.
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Managing social media around live events
Google+ Events and Hangouts
You can use Google+ Events pretty much as you would do Facebook Events: to invite an
audience to an actual physical event at a location. You then have the option of inviting the
guests to share photos and comments from the event. Want to reach wider than your invited
audience? Then ‘Make this an event on air’ (not the same as streaming it live) opens it up to
the public at large and anyone can share the invitation and upload photos.
But beware: you can’t pre-moderate content in Google+ (though you can delete it when it’s
posted), so if your event is public, you might want to think carefully before you encourage
people to comment and share images live.
Google+ Hangouts allows
free video conferencing for
up to 10 people – which is
pretty neat in itself. But
more importantly for this
paper, you can “Enable
Hangouts On Air” to stream
your live hangout publicly
on your Google+ profile,
your YouTube channel and
your website, and of course
invite. You can post a
recorded version to
YouTube as well.
TheCommunityManager.com has good tips on how to manage a hangout.
It’s not yet possible to use Google+ Events to schedule a Hangout On Air or to broadcast an
event. But you can use Google+ Hangouts and Google+ Events together to get the same
effect. A good article in the Social
Media Examiner outlines the (rather
complex) steps to do this.
One of the best known Google+
Hangouts wasn’t even hosted by
humans ...
Click to see the Muppets' Hangout →
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Managing social media around live events
Live tweeting is a skill. Get
it right and you can add
to the experience for
those at the event, while
for non-attendees you
can keep them updated
on event highlights.
Intelligent live tweeting
helps you make a positive
impression up there on the
big conference screen –
and may well help you
make new contacts.
These tips could prove useful on the day:
Quote speakers. People love retweeting a great quote. Make sure you use quotation
marks and attribute it to the speaker.
Be discerning. Don’t go crazy quoting everything the speaker says. Tweeting every six to
nine minutes is plenty. Think quality not quantity – it’s much better to be known as
someone who only Tweets when they’ve something to say.
Cite sources. When you post an interesting fact, give the Twitter handle or real name of
the person who said it.
Post other media. Make your Tweets more interesting by attaching photos of the event.
Interact with people at the event. Retweet people’s posts if you see something
interesting. But try to stick to a ratio of three Tweets to every Retweet.
Use hashtags. That way people can follow the stream of information about your event,
and you can track what people are saying about you.
Start conversations. Keep an eye on your replies tab and interact with others, especially
if someone asks you a question.
See more detailed tips on how to be a successful live-Tweeter here.
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Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
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Managing social media around live events
Tools
Again, by no means an exhasutive list, but a good place to start.
Sentiment
Free tools: Twitter Sentiment, Social Mention, Twendz, Twtrratr, Get Sentiment
(all reviewed here) Be aware though that this is still an inexact science...
Ticketing, invitations
Eventbrite, Facebook Events, Google+ Events
Curation, moderation, live blogging, live chat
CoveritLive, ScribbleLive, Never.no
Twitter-only aggregation, moderation, curation, display
Paratweet, Tweetwall Pro, Tweetbeam, Refynr, VisibleTweets, Tweetwally
Mixed media aggregation, moderation, curation
Feedmagnet, Mass Relevance (was Tweetriver)
Livestreaming tools and hosts
Livestream, BitGravity, Stickam, blogTV, ustream, Own3d TV, DaCast, LavaView, Justin.tv
Disclaimer – we are in no way endorsing any of these tools, nor does eModeration have any
kind of relationship with them. The links were active at the time of release of this white paper.
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Contents
Contents Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
Contents
Contents Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
26
Managing social media around live events
About eModeration
eModeration Limited is an award-winning social media management agency. It works with
some of the world’s biggest brands (including BBC Worldwide, ITV, HSBC, MTV, Sony Mobile,
Hyundai, Smirnoff, the LEGO Group, Sprint and The Economist) and agencies (including
Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide,
Crispin Porter + Bogusky and Publicis Groupe).
Based in London UK, with offices in Los Angeles and New York, eModeration provides multi-
lingual moderation and community management services, consultancy and social media
crisis management training to clients in the TV, entertainment and digital publishing industry
and blue chip clients hosting online communities.
Committed to ethical business practices and to the promotion of child online safety,
eModeration's CEO Tamara Littleton recently worked with the UK Government department
UKCCIS to produce its on how to moderate online environments for children.
eModeration contributes to the growth of knowledge in the social media world via its blogs
and seminars, and has a strong roster of returning clients who appreciate the high quality of
its services.
Media and blogger contacts:
For eModeration: To speak to Tamara Littleton, CEO, eModeration, please contact: Kate
Hartley, Carrot Communications, Tel: 0203 178 5052 / email [email protected]
© eModeration Limited 2012. This document is the intellectual property of eModeration Limited and may not be
duplicated or disclosed to any third party without the written permission of an authorised officer of the company.