Last week I conducted a workshop on creating engagement and excitement around your social media efforts at the Social Media Optimization Summit in Dallas. You can read my review of the event here. But the day before the event started, there was a tweetup scheduled in the sports bar at the Sheraton, where #OptSum was going to take place. Myself and a few others were promoting the event on Twitter in the days leading up to the event, but on the Monday OF the tweetup, activity spiked. Several tweets told the exact location of where the tweetup would be.
As the time for the tweetup drew near, I realized something. Here were a buncha people on Twitter, that all have decent ‘followings’, all telling people in Dallas to come to the Sheraton for a tweetup. If I were handling social media for The Sheraton in Dallas (and yes, the Sheraton in Dallas is on Twitter), then I would probably want to know that several people with anywhere from 5,000-25,000 followers each were promoting my business on Twitter, right?
Additionally, most of the speakers at #OptSum, were staying at the Sheraton. So The Sheraton in Dallas had several speakers with large social media networks staying there, and had many people with large networks attending the tweetup in the hotel’s sports bar, and apparently did nothing to reach out to these people? That seems like a pretty big missed opportunity, if you ask me. BTW, we aren’t talking anything elaborate either, a simple hand-written note waiting in our rooms, or simply attending the tweetup and thanking everyone for coming (and promoting on Twitter), would have been nice. These would have been very simple ways for The Sheraton to show that they appreciate us promoting their business, and by showing that appreciation, they would have given us the encouragement to CONTINUE to promote The Sheraton.
Jason Falls spoke at the Dallas Social Media Club chapter last Tuesday, and he mentioned a conversation he had with Klout’s CEO during SXSW. Klout is a service that attempts to ‘measure’ the ‘influence’ of Twitter users, similarly to Twitter-Grader and the like. Jason said he asked the CEO basically why he should care about Klout. The CEO told him that they were working on ways to let companies leverage a customer’s Klout score. For example, if an airline sees that a particular customer in coach has a high Klout score, they could upgrade their flight to first or business class if a seat was available.
I think it’s important to consider such issues as we get into the ‘conference season’. Over the next couple of months there will be a lot of ‘power’ social media users traveling across the country. This represents a big opportunity for hotels and tourist attractions in cities where these events will be held to reach out to these people. A couple of years ago, Cirque Du Soleil’s social media manager Jessica Berlin invited a few hundred bloggers from Blog World Expo to attend one of Cirque’s shows in Las Vegas. Great example of reaching out to influencers to help promote your product.
What do you think? If you’re helping to organize an event, even a local one, are you paying attention to the chatter on social sites such as Twitter? How could the feedback change the way you treat the event’s speakers and attendees? Should it?