Conferences have long been opportunities to connect, share information, develop new working relationships and uncover new ways to approach solutions to vexing problems. Before the widespread use of technology and social media, that information was limited to those in attendance. Even then, connecting with other attendees could be difficult. Anyone unable to attend the conference missed out all together!
The rising use of social media (most commonly Twitter) at conferences, allows information to be rapidly and widely shared with audiences beyond conference attendees. Although Twitter has increased in both popularity and use at conferences filled with communications, marketing, technology, and business professionals, the use of Twitter at conferences for many other academic disciplines has been slow to catch on.
In part, this may be because many conference planners don't take into account the opportunity a proactive social media strategy could have in generating buzz, attendance, media coverage and other positive marketing outcomes. Successful use of Twitter and other social media tools requires more than just an official hashtag. It's important to have a strategic social media plan to engage attendees and to build awareness. Such an initiative facilitates thought leadership around keynote addresses and other matters of importance, and educates conference attendees on the value of social media for sharing stories, engaging with key stakeholders, and advancing professional development. Speakers too can promote their sessions and encourage feedback on their presentations.
But how do you get it going, especially with a tech-naïve audience?
Create the Plan
At the most recent conference of the American Academy of Nursing, we served as a social media committee of academics and communications professionals. We created a plan with overall goals and objectives for using social media prior to, during, and after conference, and we also incorporated measurement and analytics as a follow-up after the conference. The goal of the plan was to build awareness of the organization, grow member engagement, and educate nurse scientists about the use of social media. The target audience was members, conference attendees and the broader nursing community.
Prior to the event, a hashtag was created and displayed on conference materials. During the conference at the opening plenary session, the social media presence was announced to encourage attendees to participate.
A social media tactical team was assigned to engage in and monitor the conversation. During the event, designated sessions had designated tweeters. The team also wore "social media ambassador" badges during the conference so that anyone with questions related to social media could easily identify a person for help. A "social media" lab was also offered to provide individualized sessions with communications experts.
Tweet Before, During and After: What We Did, What You Can Do
Tweeting should start well before the actual conference. By following the conversation beforehand, you can see who else is attending, find out which topics are hot and even set up some meetings. If you are on the fence about attending, seeing the pre-conference chatter could sway you into actual attendance! In our case, we sought to engage with anyone in the social media-verse who might be interested in the work of the organization, professional development in nursing, or who just wanted to find out what was happening at the meeting. We did so by publicizing the selected hashtag to our own outlets as well as to colleagues, and using it in tweets well ahead of the meeting.
Once you've arrived at the conference, monitor the conversation to see what's going on, both in the sessions you are attending and the ones you are missing. Connect with other "Tweeters" for follow-on conversations and productive networking.
Twitter can also allow you to connect directly with the speakers. Connecting on Twitter also allows you to stay connected after the event and it could lead to productive partnerships further down the road.
We specifically worked with some of the interested groups at this meeting to develop Twitter feeds from the group, as well as actively hashtagging and tweeting directly at those speakers who were Twitter users.
Initial Outcomes
Remember, these tips could be useful to other conference organizers who want to infuse social media into a tech-naïve group of attendees. The Chronicle of Higher Education published a great list of "Ten Tips for Tweeting at a Conference" that can help your tweeting activities be successful. Additional primers about getting started on Twitter can be helpful and as well as some additional ideas for tweeting at conferences.
The social media tactical team's work resulted in modest numbers - the conference hashtag was used 748 times, about 20 conference attendees established Twitter accounts, and one subgroup debuted their Twitter handle (@WHEP_AAN).
Lessons Learned
If the association or conference planning team includes a communications professional, it's important to coordinate activities with that team or individual, and establish who is responsible for which pieces of the social media effort.
We cannot stress strongly enough, the importance of having wifi available in all the conference rooms and areas.
By creating and implementing a social media conference plan, you demonstrate that your profession or organization is cutting edge. It's a proven way for us to get the word out, in our profession, on our important contributions to the healthcare profession, to science, and to nursing. So, if you see a # on your conference materials, check it out and join the conversation. If you're a conference organizer or a member of a conference organizing committee for a tech-naïve audience, make a plan and execute it.
Co-authored by Laura Perry, Communications Director, UCLA School of Nursing; Jenny Carrick, Communications Director, Betty Irene Moore School of Nursing at UC Davis; Monica McLemore PhD, RN, MPH, assistant professor, University of California, San Francisco; Candace W. Burton, PhD, RN, AFN-BC, AGN-BC, FNAP, assistant professor, Virginia Commonwealth University; Susan Apold, PhD, ANP-BC, FAAN, FAANP, professor New York University; and Mona Shattell PhD, RN, FAAN, professor, DePaul University.