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Post-Event Debrief: Social Media Engagement Review Template

Evaluate social media usage during your event or conference and discuss opportunities for improvement for future events!

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What’s inside Post-Event Debrief: Social Media Engagement Review:

1 👤 Audience

Start with sharing metrics.

  • How many people posted about the event?
  • How did the numbers and engagement levels change over time?

2 💬 User sentiment

When analyzing particular feelings in regards to your event’s social campaign, it helps to break it down into three areas:

  • Brand: What were the sentiments/levels of enthusiasm (or lack thereof) when discussing your brand?
  • Conference: What was the general sentiment when discussing the conference or event itself? Did users recommend the event, or indicate an intention to participate again the following year if it was a recurring event, for example?
  • Content: What was the sentiment when discussing specific event content including the agenda, speakers, breakout sessions, location, registration process and cost of the event?

3📣 Activity

Activity is an extension of both audience and sentiment yet takes measurement to another level.

  • Amplification: how did activity levels change, grow, decline, over time?
  • Applause: How many likes, loves, etc. did each post receive?
  • Conversation: How many total comments and replies did your posts or streams receive?
  • Registration: How many people actually registered to attend your conference, whether this year or next, due to those social media posts?

4💡 Insights

Two important audience insights for how we can better filter and meter our social media efforts.

  • Location: How localized in your event, vs how far are your messages reaching and who are they resonating with where?
  • KOA’s (Known On-site Attendees): Were there any noticeable trends throughout the social activity for known attendees of the event and webcast?

5✅ Post Event

Action items for after the live event and webcast replays have wrapped.

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About the author

Brent Turner

Brent Turner is the EVP of Strategy and Solutions at Opus Agency where he partners with strategy, marketing, and business development teams on driving their clients, their agency, and their 450 (and growing) global team members into what is next.

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