Social Listening for Exceptional Event Management
Kimberly Surico |
 01/05/18 |

The use cases for social listening don’t stop at retail marketing. In fact, social analytics can support almost any brand or business endeavor. Here’s how to use social listening to boost your upcoming events.

The great idea you never knew you needed

You may think “if it’s not broke, don’t fix it” – and there’s something to that. There’s also something to shaking things up to give them new life. Whichever version of this holds true as you plan your next event, don’t rely on it.

Instead, look to your attendees – past, or potential. They’re the ones most likely to supply the new idea that takes your event to the next level. Listening to your audience’s thoughts on social media guides you to the changes they wish you’d implement – while steering you clear of options that bore or annoy them.

It’s all about letting go of assumptions – and acting on genuine insights.

Where should your next event be?

One such assumption is location – which is everything, as they say. If you’ve always held events in the same city, state or country it’s easy to limit yourself to the attendees in those regions. But that’s a mistake – especially when social listening makes it so easy to explore new territories!

Use geofencing to find out where else your event could succeed – or how multiple events should differ from place to place. Your theme, food offerings, and so much more is affected by geography. What works in a big city may not go over in a smaller, rural community. You’ve got to know what the people in each area want.

What programs should be offered?

Sentiment analysis is part of figuring out what your audience wants – in every facet of your event.

Once you know where to host, you still have to flesh out an agenda. Everything from the topics discussed, to the best speakers to cover them can be determined by social listening. Just as you use social data to understand the content you offer to social audiences, you can use it to map out everything your event will include.

And keynote speakers are just another version of influencers, right? So who will get your audience really jazzed? And who will have them shrugging or opting out? Before you book anyone you should know which camp they fall into.

That’s why social listening must include sentiment analysis. It’s not enough to invite speakers your audience likes – you want to invite speakers they absolutely cannot miss.

Common comforts and common necessities

Many of the people you’re targeting have been to other events – both yours and those hosted by your competitors. They may even have attended events that have nothing to do with your category or industry – and yet you could learn a thing or two from their experiences.

What complaints can you find about other conferences, conventions, or VIP shopping events to save yourself from making the same mistakes? As you analyze the social conversation, gather sentiment intel about things like overlapping events, timeliness of speakers, time it takes to get from differing venues, and downtime in between panels (too much and too little are both bad).

Conversely, what do event-goers love? What perks can you offer? How can you make things easier? Do you need an app? Do you need to bring in outside food and beverages? Use competitive analysis to discover what attendees have loved at other events, and do the same – or better.

Use real-time feedback to fix problems during your event

Planning your event isn’t the only time to apply social listening tools. While your event is happening you need to monitor social media as well so you’re immediately aware of any issues occurring during your event.

You don’t have to wait until next time to improve the experience – you may be able to make things better right now. And that’s a rarity that will delight your guests.

Still, you may not know about all problems while your event is happening. It’s important to continue your social listening after the fact – to offer social customer service, and gather feedback to improve your offerings next time around.

In every situation, social listening is a constant task – with constant rewards. Put your social analytics tools to work beyond the marketing realm, and you’ll see.

Need ideas for other social listening use cases? Get in touch and we’ll run you through some customized demos.



Premier social media analytics platform

Expand your social platform with LexisNexis news media

Power of social analytics for your entire team

Media analytics and market intelligence platform

Enrich your media analytics with social data

Media coverage for historical & real-time monitoring

Data streams & custom KPIs for advanced data science

AI, Image Analytics, Reporting Tools & more

Out-of-the-box integration with other data sources