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« Event Promotion: Are You Interacting with Your Target Market? | Main | Do You have an Awe Inspiring Event? »

Event Marketing: Do You have an Online Champion for Your Event?

Most organizations don’t have the resources or time to patrol cyberspace and see what comments people are posting. A simple forum or blog post with inaccurate information or disparaging comments can have a negative impact on your event. By the same token you might be able to find positive or useful information to improve your event. Check out “Your Event Web Site as a Customer Service Portal” for additional ideas on dealing with event marketing and social media.

Have you considered using an online champion for your event?
The idea for an online champion is to be your front line of customer service. The person should be someone who’s Internet savvy. Your online champion could be part of your organization or even a volunteer. The most important factor is finding someone you can trust.

Establish Your Champion's ROE (Rules of Engagement)

The easiest way to work with your online champion is to have them follow very specific rules of engagement.  My recommendation is find someone to simply report what people are posting about your event in forums or blogs. Have them report to you by email or phone both positive and negative comments. Ultimately you can decide if you want to address an online comment directly or do nothing.

Become the Credible Source for Information on Your Event
When some news worthy event happens, most people go directly to their favorite news web site. You should position your event web site as the official place for news regarding your event. If people are posting inaccurate information or negative comments, address their concern on your event web site. If you can reply to a negative forum or blog post on another site, reply with something along these lines, “This issue has been addressed on the official web site, YourEventSite.com.” Just make sure you have something on your web site that directly addresses the comment or concern.

It is important to be aware what people are saying about your event online. But be careful not to become over inundated with every comment. The focus of having an online champion is to ensure you have time to focus your energy on high priority tasks.

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