Drive Engagement with Social Media Analytics

When it comes to your event, interaction is vital. Attendees need to engage—and that means opening up avenues for them to join in on the conversation. Social media is perfect for that, but how can you start and keep track of those conversations?

Accounting for Numbers

If you’re using social media to promote your event, it’s important to first consider your objectives: what do you intend to accomplish through social media, and how will you measure that success?

The measure of your success is known as event KPIs—Key Performance Indicators—and needs to be defined early on so that you know exactly which analytics to monitor. For example, if you intend to increase sponsor exposure during a tradeshow, a good way to measure that might be number of page views, number of followers, or number of shares on your social media content.

Keep in mind that KPIs will change depending on who the stakeholder is: the attendee, the event planner, or the event owner. While proving your event ROI to the event owner is important, and can be done through event app analytics, it’s also vital to consider your attendees’ objectives and KPIs.

In a training event, for instance, attendees might want to deepen their understanding of a particular topic. Monitor social media before your event, especially on your event’s official hashtag and content shares, to see what attendees are most excited about. Then, during your event, be sure to look into your social media and event app analytics to see how attendees are responding—how many views do the relevant documents have, is there a strong number of session check-ins and live poll participation, and are people sharing and commenting on the discussion over social media?

Defining and then monitoring your event KPIs, for each of the stakeholders involved in your event, will ensure that your event is properly working towards meeting your objectives. For more examples and a deeper discussion on KPI, check out the whitepaper below.

Play-by-Play Adaptability

Social media can be very useful for fine-tuning your understanding of how attendees are responding to sessions, speakers, and topics. During the event, this information is both timely and accessible, and can help you to plan for the next days of a long-running event, or allow you to make improvements for next time.

The amount of activity that is happening around your social media, including number of shares, comments, and likes, are an important indicator of how engaged attendees are feeling. Comments are a great sign of attendees willing to participate, while likes can mean a variety of things, and shares are a good indication that your attendees feel a connection with your content and want to share the information.

Social media engagement is a great indicator of the general success of your sessions, but also provides entry-points for further analytics and measuring attendee KPI. If conversations on social media are centering on a particular session or speaker, for example, consider delving deeper into those metrics to gain an understanding of its success. An external platform that measures the sentiment—positive or negative—of social media can give you an overview of the general mood, while live polling or discussion forums that can be quickly set up in an event app allow attendees to share their thoughts and gives you direct access to their opinions

If your social media is integrated in an event app, you can benefit from the power of combined social media metrics with in-app analytics. This provides deep insights on attendees—who among them is most active and how they are responding to the event sessions—which can help you to understand, and respond to, the ways in which attendees are choosing to engage.

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