by Corbin Ball, CMP | November 01, 2015
Social sharing from mobile devices occurs twice as often as it does from desktops, according to recent research. For events, it's crucial to make social media campaigns as mobile-friendly as possible. Following is advice from meetings technology consultant and speaker Corbin Ball.

 Make sure your company and event websites are responsively designed. Your websites are a principal means of promotion and should be easily visible on any screen size, from a small smartphone to an HD TV.

 Display your mobile social channels prominently on the event site.

 Integrate mobile social media channels with registration. Include automated buttons that encourage attendees to share on their social channels the fact that they registered.

 Make sure your event app has strong integration with Facebook, Twitter and Instagram. Event apps vary in quality, and there are significant differences as to how well they handle various social channels.

 Encourage attendees to download the event app well in advance of the event, and direct them to the social links in the app. Use the app to announce new speakers, event news, sponsors and games.

 Announce and promote your event hashtag well in advance of the event. Make sure it's as unique, short, relevant and memorable as possible. A five- or six-character hashtag is easier to remember and input than a longer one.

 Promote the hashtag as the common search term across all social channels and platforms.

 Encourage speakers to post short videos to YouTube about their upcoming presentations. These should be no longer than two minutes and in high definition. Post these videos on the event YouTube channel and embed them on a dedicated video page on the event website. Be sure to include the event hashtag in the posts. Additionally, include short promotional videos of the destination, venue and any entertainment planned.

 Educate your speakers, exhibitors, sponsors and influential bloggers about the event hashtag, app and relevant games, and encourage their participation in these channels.

 Plan a strategy, aiming for new posts at least two or three times a week during the month before the event. Always use the hashtag.

 Post preview photos on Instagram about the speakers, venue, entertainment and anything else that is visually appealing. Include the event hashtag in the captions.

 Promote the event hashtag on-site using signage and other media. Plan for fun photo opportunities. Post the hashtag prominently at picture points, in group congregation areas, on badges, place settings and more.

 Encourage hashtag use through gamification leaderboards and the event app, offering prizes or other acknowledgments for those who have the widest social reach.

 Use moderated social walls during your event. At the minimum, Twitter and Instagram should be included. Moderation will allow you to eliminate spam postings and can allow for timed and sponsor postings as well. Typically, social walls are cloud-based programs that are easy to set up and manage during the meeting.  

 Mention the event hashtag, app and any games during the opening session.

 Use "social photo booths." You can find options and suppliers via an online search for that phrase. Make sure photo booths include Instagram and hashtag integration.

 Monitor and track the social channels. Answer questions and complaints. Share interesting social messages.