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How to manage a live event on social media and Digital Media

Web Digital Media Group



Very often when you join a project and deal with communication, marketing and social media there are moments that, very often, you cannot escape: the events and their management and live communication on social media. In this article we will talk about everything that happens before, during and after with a series of tips and ideas to manage the most common unexpected events in the sector. Finally, giving a little breathing space with the addition of a nice Live Social Starter Pack to deal with situations like these.

The three stages

In reality more structured, if you are lucky, you will only manage the activities of your field of action (press releases, newsletters, public relations, social media marketing and anything else inherent in the sphere). But if the reality in life were not this, often the person in charge of managing the communication project will find himself having to manage the entire flow of operations and activities.

Here the mood “Don’t panic!” Comes into play followed by the practical long seller guide entitled: “Everything will be fine. Manage events and their unexpected events “. So here is what we will talk about in this article, or how to make everything go smoothly and for the best.

Let’s start from the beginning, dividing the time span into three phases: before, during and after the event, whatever field or sector it is, because they are useful and always valid “rules” that we will divide more comfortably into a series of bullet points, or better calls, to do list.


By pre-event we mean the time span, more or less prolonged, in which the day of the event is expected (from here on Day X) and in which the right materials are prepared (agreed in editorial and digital marketing services plan) for communicate the date.

The channels to be used in this phase of communication are all those you have and in all their forms: Facebook, Twitter, Instagram, instagram stories, Linkedin.

Here’s what you shouldn’t forget to do:

Monitoring of guest profiles: a good practice is to know exactly, in advance, who the guests of the event will be and to write down the correct social profiles to be tagged in the live moment (and also in this phase of previews). In addition, check their profiles if they have shared some type of information, announcing the date or event from their social channels to their followers

Hash tag monitoring: as for the first point, if a particular hash tag has been created for the event which will then be used throughout the course, this is the right time to launch it for the fan bases, communicate it and ensure that it is used and shared

Teasing: or the art of creating expectation and involvement in a useful time before Day X. A sort of countdown of the days left to the event could be created; or dedicate a post on a particular day of the week and editorial calendar to announce news, guests, program and give useful information.

The day of the event

Day X has arrived and the event starts before the actual starting time indicated on banners, sites, posters and posters. Another short list of things to do before, during and after the event. At this stage, the advice I would like to give, especially if you have to deal with communication on multiple social channels at the same time, is to give priority to the quickest and fastest to use ones. Therefore:

  • Twitter: whose content tends to disappear much faster, being a continuous flow of information. And on Twitter we will share content from this moment until the end of the event.
  • Instagram stories : surely the best and most comfortable way to follow an event live with the possibility to share (as on Twitter thanks to the mentions) the contents created by other users present on site. It will have happened to everyone not to be able to go to a particular evening or event and to still be able to follow it thanks to the live stories.
  • Live on Facebook and Instagram: (viable option if you are not alone in the field or if you have multiple devices with which to manage communications): these are features that are always appreciated and appreciated by fans and followers and allow you to increase your engagement a little also posts and stories published on the profile.


Photographs: start taking pictures that are useful both to announce the almost direct and to be kept on file for the post-event: location, backstage, short interviews and photos of individual guests, scheduled schedule.

Fundamental thing : ask yourself all the necessary questions before realizing, once the live has started, that you are short of something or, worse, something is missing and cannot be recovered. Check list of:

  • guest social profiles
  • internet connection or wi-fi if available
  • phone and other charged devices
  • confirmation of the ladder by the organization

Sharing on : Twitter, Instagram stories

Direct / Live

What to do : Without going crazy and keeping calm in addition to the schedule of the program under eye or well fixed in the head, arrived at the event live, the goal is to share all the moments, giving visibility to both the themes and the guests or any special interventions. From the beginning then with the presentations, until the end with the thanks.

In the meantime : thanks to the gift of the multiplication of eyes and ears, you can share all the content created by users on the net and by the public present, the so-called UGC (User Generated Content) , the lifeblood for your social reputation.

Sharing on: Facebook and Instagram Live, Twitter (at least 1 post per guest), Instagram stories (at least 1 per guest / intervention perhaps alternating photos and series of videos)

Tip: for other social media, such as Facebook and Linkedin, it is useless to continue sharing content every time. If the event has a break between morning and afternoon or afternoon and evening, here are some tips:

  • make an initial post, opening / inauguration beginning of the event
  • make a post halfway between the two moments of the event , showing photos of guests / interventions and anticipating what will happen in the second part


This is not the time to relax and put your cell phone in your pocket yet. The post-live is still a hot period for your fans and therefore the contents of conclusions and thanks given to the participants, guests, organization and (if it were a recurring event) to invite the public to the next edition , date or meeting.

After the event

Only a day has passed, only 24 hours (when it is good, usually even less) from the end of the event and it already seemed like a week.

The feeling of relaxation of nerves, muscles and head at the end of a live social where everything went in the right direction is priceless. Even if the real feeling will be to have run a marathon or done a Spartan race.

So, after the last mud remains and put your head back on your Smartphone, tablet or computer, it’s time to fix things. Here is a last (perhaps) list of things to do after the event :

Plan a post with carousel / album of the most significant photos of the event, recounting all the highlights, the guests (without forgetting the related tags) and anticipating what will come or, simply, sharing the results obtained

Arrange the photographs, in strict order, inside a folder. Because yes, sooner or later they will serve you again or they will certainly serve someone else who will ask you.

Monitor, download and arrange in an orderly file the insights of social channels on the day of the event. In particular with regard to Instagram: this work you can no longer do after a week so it is good to mark the growth of followers after the event and all the engagement numbers of posts, stories and live streaming.

Live social starter pack

Here, and I promise, the last list. Perhaps, however, it is the most important because it is made up of many small things that we normally do not give too much weight to but that will surely save us when needed:

Charger and power bank (plural and already charged, of course)

External memory card for mobile phones but also and above all for cameras or video cameras (the one for brains has not yet invented them to store everything in order but from the latest research there is a team of scientists working on it)

Laptop (could be used for any type of emergency, for example if you have to manage slides and find a typo at the last minute)

A pad of paper and a pen, not so much for a nostalgic feeling but because it is good to always have them with you (say you want to have a dedication or an autograph? Ok, this was a pop event)

Eyes, ears and brain well connected together. Will it be superfluous to write it? I do not think so.