3 applications of media monitoring during an event
The event that you have been working towards for days, weeks, maybe even months has finally commenced! In the ideal situation, online and offline media monitoring are in order and a team is ready to anticipate, react and activate. The use of event monitoring is underestimated in many cases, leaving its full potential untapped. In this blog, we will explain how event monitoring can contribute to a better organisation and better customer satisfaction.
The monitoring of an event often serves three purposes:
- Crisis communication and management
- Customer service
It offers support leading up to, during and after the event and provides you with and a rich view of what is happening. It doesn’t provide a complete picture but is an addition to the view that the organisation, employees, sponsors and visitors have of the event. Based on this view you will be able to anticipate the risks and crisis. Additionally, you can respond directly to questions and comments, both in a reactive and proactive manner. Finally, it allows you to come in direct contact with the visitors involved and provides your message with more impact and range.
— Maikel Snijders (@MaikelSnijders) October 6, 2015
Crisismonitoring and risk assessment
Monitoring a crisis begins with an inventory of the risks. Leading up to an event you can estimate which topics require special attention. This could possibly involve the location, the program, catering or any other aspects of the event
It is advisable to map all these aspects by search terms in advance. This ensures that you don’t miss any relevant posts and enables you to take action immediately once an incident occurs. However, do try to avoid information overload and prioritize which posts you want to follow in any case. In my previous blog about social media monitoring I described how you can structure and prioritize using the 5W-method.
Besides keywords (event name, hashtags and accounts) it is also wise to monitor using geo-location. Not every post has a geo-location, but it is a supplement to messages that don’t contain any search term. In this manner OBI4wan provides the possibility to monitor all tweets and Instagram posts within a specific area.
The video above shows the atmosphere in the stadium during the Champions League match between PSV and Atletico Madrid. Besides a unique hashtag and a geo-location, this post doesn’t contains any search terms. This post could easily be missed when the search doesn’t include location.
Social media is the go-to place for real-time information when a crisis actually occurs. Adequate and fast communication ensures that your organization is a reliable source for updates on the situation. In this case, proper preparation is the best strategy for crisis monitoring!
Reactive en proactive service
Event Monitoring also helps to identify questions, comments and complaints, so that you can respond to these with a reactive and proactive service. It is advisable to make someone on the team responsible, so that it doesn’t remain overlooked when it is ‘done on the side’. With good preparation, you will have a complete overview of what is happening. Try to ensure that you are able to respond to unforeseen events such as trending hashtags by visitors during the event.
Also make sure in this case that your account is the source of accurate and up-to-date information and let visitors know where they can go with questions or comments. All these posts are a form of undifferentiated feedback, although often posted emotionally, they often provide valuable insight for the evaluation of your event. By actively engaging in conversation you send a message as a company that you value feedback, even if you are unable to act on the feedback immediately.
— #SMWNL (@SMW_Holland) September 14, 2015
The social team of Social Media Week Rotterdam actively searches for all tweets about the event. In this case, they pick up on certain tweets and offer their help in a proactive and accessible way.
Activating visitors and their network
If you start promoting your event in time via social media, you’re not only working on branding, but also on activating your visitors and sponsors. For example, you could make short interviews that can be used as a teaser but also as a source of inspiration for the correct implementation of the event.
During the event, you can use live narrowcasting to show all online posts to the event’s visitors. In this way, you stimulate the use of social media and the visibility of the content of your event to the outside world.
A great example is the use of Twitter and narrowcasting by Heembouw during a trade fair in Logistics. Björn Bouwmeester explains: “As a party that is quite active in social media, we have tried to encourage the Twitter activity during the fair. A large Twitterwall was displayed in our stand with all the tweets and photos about the stock market. I myself was present the entire week to report live via Twitter and our website. Our activity stood out in any case.’’
From preparation and real-time service to evaluation
Besides proper preparation with the right search terms in preparation for crisis communication and service, it is also wise to evaluate. Take a look at the bigger picture afterwards and possibly recognize patterns in all the posts. This will not only provide learning and improvement points but also insight into the activity of partners and sponsors involved in the event.
After our own #OBIevent we mapped the development of the posting during the day. We also mapped out who was most active and used sentiment to analyse how the content was
experienced. Finally, we took a critical look at the use of engagement, where KPIs such as responsiveness and service level may yield points for improvement.
Would you like to know more?
Would you like to know more about the application of media monitoring for crisis, online customer service and marketing? For a free demo, contact us at firstname.lastname@example.org or call 085 – 210 50 60.