Creating and Maintaining the Conversation: Using Social Media For Event Coverage
For video game geeks and nerds, like myself, there is no bigger event each year than the Electronic Entertainment Expo (otherwise known as E3). It this event that developers, publishers, hardware and accessory manufacturers use to introduce and advertise upcoming video games and game-related merchandise to retailers and members of the press.
E3 includes an exhibition floor for developers, publishers, and manufacturers to showcase titles and products for sale in the upcoming year. Before and during the event, publishers and hardware manufacturers usually hold press conferences to announce new games and products. In video game culture, anticipation for the next release is a big deal, with people coming to the event or tuning in solely to see their favorite title release or get information on the next generation’s consoles. Historically, this event takes place at a convention center, with thousands upon thousands of people attending. However, given the circumstances surrounding the COVID-19 pandemic, an in-person E3 has been transitioned to all virtual. This lack of physical exposure potentially has a negative effect on the hype or coverage surrounding these releases since many of the Expo’s attendees are YouTubers with millions of subscribers who are invited to attend on the basis that they create review videos for these upcoming products. Therefore, utilizing social media to spark interest and generate hype surrounding the event is crucial to the success of the event in addition to the individual vendors ensuring that they get proper coverage.
Before the event, some successful tactics commonly seen include teasing the speaker lineup, posting cryptic messages of upcoming products, creating quotes as multimedia. Additionally, establishing a universal hashtag, #E3, as well as any other hashtags pertaining to the video game will help generate interest and focus of the event. At the event, many of the major industry brands have a designated time slot when they present. With this shift to a digital conference, social media should be used to advertise the date and time for which information will be released. This puts it on peoples’ radars so that they tune in.
While the event is actively taking place, information, demos, and press releases are constantly being rolled out. This large amount of information makes it difficult for an attendee in person to see everything there is. As a result, brands active posting to social media with #E3 about demo booths, individuals reviewing information, and other events where their products are being used should be tweeted out so that they get in-event coverage. For those not attending in-person or simply want to follow the event from home, the hashtag creates a central point for someone interested in the event to receive this information.
Mastering social media for events means creating a plan for each day. This way, one has a schedule of posts across various platforms and can anticipate for the proper time to release information, freeing up time and space to post more random, spur-of-the-moment content from the event. For those participating in E3, this means slating out before the event what you want to share and where. Additionally, setting up photo booths and social media stations are a great way for those attending the event to post about their experience and bring awareness to their social timelines. These will all help to continue driving engagement once the doors are opened.
When it’s all said and done, it is important to keep conversations rolling for the days, weeks, or months following an event to ensure that what is introduced is not forgotten. This includes creating shareable media, cross-pollinating social media platforms, and posting relevant subject matter. It is also very important that photos and videos are taken during the event from which can be posted after the fact.
Maintaining connection with the audience is just as important as presenting the information. For E3, this looks like continuing to hype the upcoming products until they release, posting photos and video trailers highlighting the game or piece of tech. Permeation can be indicative of the number of shares a post receives. Greater post-announcement engagement is a sign of audience reception and an indicator to see where one’s marketing efforts stand.
Overall, the effectiveness of social media used before, during, and after an event can be determined by a number of factors. I make the argument that sales, shares, impressions, and consumer sentiment are the most important metrics to focus on when measuring these efforts. Ultimately, determining whether or not an event was successful is dependent on the amount of people who interacted, received information, and shared the event’s happenings. However, setting clear goals to determine what exactly define success on a case-by-case basis is even more important. That way, one can ensure that social media marketing strategies help attain those goals, and every tactic ladders back up to them.
