can't be at the event (or even if you
are there) keep a constant watch over
what people are saying on social
media. Create lists for influencers and
relevant hashtags using HootSuite
(or an equivalent software) to create
the ultimate event dashboard and, if
possible, put this up on a screen that
everyone can monitor.
Try to notice all aspects of the event
as well. Look around and see if
there are things to comment on that
others might have missed. If you're
covering the Super Bowl, don't just
cover the game itself. Is there a
fan wearing something crazy? Did
the commentator say something
interesting? Was there a technical
glitch (i.e. the power going out!)?
Don't stick to the obvious. If you're
the first to comment on something
then you have a better chance of
owning it.
Provide Value
Don't create noise just for the sake
of creating noise. Make sure that
your commentary is actually useful
for anyone taking the time to read
it. Think of RTM as a conversation. If
you were speaking with a group of
friends who would you rather listen
to: the person loosely relating what
was just said to himself or the person
offering an actual clever response
and keeping the conversation going?
Be honest with yourself and ask
whether your message delivers on its
intention. If you're offering something
useful for an event, will people
actually want to use it? If you're trying
to be funny, will people actually
laugh? Ultimately, ask yourself
whether people will be happy they
took the time to look at your content.
As these next examples will show,
when the answer is no it can greatly
hurt your brand.
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