How Event Professionals Can Use Twitter to Maximize Success

The social media site can be used to drive long-term engagement with attendees and measure meeting success.

The first-ever tweet was sent out into the Internet abyss on March 21, 2006, by Twitter co-founder and CEO Jack Dorsey (@Jack). Since then, Twitter -- which originally aimed to serve as nothing more than an SMS-messaging platform where friend groups could keep tabs on each other -- has taken on an enormous life of its own and become a popular platform for event promotion. 

"The main piece of advice I have for planners is to stop marketing meetings as if they're one-time events," says Michael Brenner (@BrennerMichael), author, keynote speaker and CEO of Marketing Insider Group. "The mindset needs to change. Meetings should not be looked at as having a beginning and an end; nor should the event's social media strategy." Brenner says that Twitter is a great tool for marketing and connecting on a long-term basis. The key, he says, is remaining consistent in the quantity and quality of content you tweet. 

Jeff Hurt (@JeffHurt), CEO of Empowered Epiphanies, a business consulting group, agrees. "I see too many meeting professionals blandly tweeting registration deadlines, fees and register-now tweets, and leaving it at that. That method bores people's brains and might lead them to ignore your posts."

Read the full story on for more tips on how to use Twitter to prolong the lifecycle, exposure and reach of an event.