As an event marketer you’re responsible for designing and bringing together all of the elements that go into an amazing event. You spend countless hours perfecting the details so that come event day, everything goes as planned. With so much at stake, delivering the final WOW moment for guests doesn’t come easy. If only there was something that could constantly keep your attendees engaged and give you insight into what they really think of the event. Good news for you, there is! It’s called a social wall.
What is a social wall?
A social wall, is a live feed of social posts from platforms like Facebook, Instagram, and Twitter. Other names for a social wall include Twitter Wall, live Instagram feed, or a live hashtag feed, just to name a few. How a social wall works is content gets pulled in by a social media aggregator when a particular hashtag or handle is used from a social site, and then displayed on a digital screen or sign. Think of it as an “Always On” content generator as new content will be pulled in continuously during the event.
Why should an event marketer use a social wall?
An event marketer should use a social wall for a few reasons. One reason is that it increases engagement during the event. People love being recognized and what better way to do that than to have their picture or a their post on a big screen for everyone to see. It can make an attendee want to be more involved during an event.
The second reason is social walls help create dialogue. Just imagine how many conversations about the event can be created from a simple post on a screen. If you host annual events, social walls can generate word of mouth marketing that could attract more attendees for the next year.
The third reason to use a social wall is it can help you identify your target audience. By understanding what part of the event your attendees value the most, you can make improvements to your event where necessary.
Choosing a social media aggregator
All social media aggregator platforms are not created equally. You want to make sure that you are able to filter or moderate the content that gets displayed on a screen. This includes inappropriate pictures or language, competitors’ content, or content that is deemed internally inappropriate by your organization.
You also want your social media aggregator to be able to provide instant content updates so your feed is continuous throughout the event. Social media networks limit access to the content on their networks to reputable providers, so it’s important to work with an established company.
Other factors to consider when choosing a social media aggregator is making sure participants who don’t have social media, can still contribute the event social wall. Instead of forcing everyone to post on social using a hashtag, let participants text an image to a phone number. Features such as SMS integration or Public Posting make sure everyone can participate.
Another important feature to look for when considering a social media aggregator is analytics. Having insights into the performance of your social wall can help determine the level of engagement, discover influential contributors, and measure the ROI of your social wall.
Lastly, you want to ensure your social media aggregator allows you to properly brand the content that is being displayed. This is a great value add for sponsors or if your organization has specific branding guidelines.
Things to consider when deciding if a social wall is right for your event
There are a few things to consider when deciding on a social wall. You should make sure that the majority of your audience is active on social. Meaning if your attendees don’t use social media platforms, you won’t have much content to display and a social wall won’t achieve the results you are looking for. (alternatively, you can encourage SMS-based participation)
Another thing to consider when deciding to use a social wall is whether your venue can facilitate a social wall. If your venue doesn’t have digital signage or projectors, then the technical aspect of a social wall may require additional set up which could add to event expenses.
Finally, you want to consider who will be in charge or manage the content being displayed on a social wall. If you are having a large event, and you are responsible for everything, then a social wall could add to your responsibility. In this case, you should consider working with a provider that can help provide on-site support.
Looking for a new way to enhance the experience at your next event? Talk to TINT about your next event to get started.
