(An excerpt from my #TwitterBook. The book is available at Amazon.com. — andreas)

You can use Twitter to create awareness and make contacts at a conference. Here’s a plan that I wrote for a conference in NYC (the book also includes a plan, with full details, for promoting an event):

  • Every employee in your team should set up a Twitter account. You want to create a large digital presence.
  • Set this up on your cell phones and practice before you go to NYC.
  • Each person should tweet at least once a day, and perhaps 2-3 times per day. One or two people also post to the company’s Twitter account.
  • Learn how to send tweets that include text, #hashtags, shortened URLs, photos (use Twitpic), and video (use Vine).
  • Have contests. Who sent the MOST tweets in 24 hours with the company hashtag? Win ice cream. Who got the most retweets for one message during the conference week? The CEO will sing to you at dinner. Who sent the best photo? Who sent a photo that got the most retweets? Who sends the best Vine video? Who sent a video that got the most retweets?
  • Do video interviews. Ask conference attendees, “Why are you here?” “How did you hear about this?” Ask unexpected questions such as “What’s your suggestion for the CEO of Google?”
  • Set up Google Analytics on your website so you can track data to see the impact.
  • Add Hootsuite on your phone or tablet and set up a search stream for your company hashtag so you can follow the postings.
  • You can write tweets in Hootsuite before you go to NYC to be posted while you’re in NYC.
  • Ask people questions at the conference. “What did you think of the last presentation?” “We’re going out for dinner, join us.”
  • Set up Twitter advertising to shows your top tweets to your audience. The ads can start and stop with the conference. You can also set the ads to show only in New York City. Everyone at the conference will see your tweets.

Here are ideas for tweets:

  • When you attend speaking events or meetings, tweet the top ideas.
  • Invite people to meeting: For example, “Meet #EzyInsights in #NYC @EzyInsights.”
  • Write tweets in German, French, Danish, Swedish, Spanish, and Finnish
  • Post your personal experiences for the day. The more personal, the better. What you’re going to do for the day. What you see. @EzyInsights going to #EmpireStateBuilding
  • Don’t be formal. Send funny photos and videos of team and clients. Team at a bar. CEO with hookers. CEO getting arrested by the NY police.
  • Use photos and video.

Use the event’s hashtag, such as #AdWeekNYC, to tweet points by speakers, event information, or find people to share taxi, cultural outings, dinners, or shuttle to the airport.

Sometimes, conference organizers haven’t set up a hashtag for the event. You should take the opportunity to create the hashtag.

  • Create an acronym hashtag. For Advertising Week Los Angeles in 2014, try #AdWeekLA14. Conference organizers can use hashtags for cities and years, such as AdWeekLA13, AdWeekUK13, AdWeekLA14, and so on.
  • Make sure the hashtag looks okay (and makes sense) in lower case. #adweekla14 is okay. But #PenIsland14 would be regrettable.
  • See if anyone else is using the hashtag. Search for it in Twitter. Sometimes, it was in use a year ago, but no longer, and that’s okay. You don’t want a hashtag that someone else is currently using.
  • When you’ve come up with a good hashtag, send an email to the conference organizers and suggest the hashtag. Ask them to include it in their website and emails.
  • Start using it. Post three or four tweets about the conference, such as #UKFOLS13 (Family Office Leadership Summit in London, 2013).
  • Because you came up with it, you own the hashtag. Post before, during, and after the event.

Get the Whole Book for Free

Want the rest of the book? Get my #TwitterBook at Amazon.com.