And We’re Live! The Impact of Using a Live Social Media Feed During Events

Challenge

Lifecycle WomanCare enlisted Maven to create social buzz and initiate meaningful debate before, during, and after their Second Annual State of Women’s Health forum at The Union League.

Strategy

By conducting pre-event outreach to engage speakers, influencers, and members of the media, Maven was able to cultivate enthusiasm and start social conversations using the event hashtag (#SWH2016) to create buzz around core topics. These tactics supported and enhanced the event’s live tweeting and Facebook Live streams.

Results

The proactive social strategy led to the hashtag #SWH2016 having over 500 posts by 67 unique users, resulting in 584,129 impressions and reaching 82,253 people; far exceeding its usage the year before. During the live tweet alone, Lifecycle WomanCare’s Twitter followers increased by nearly 10%. Lifecycle WomanCare’s account experienced a 412% increase in average daily impressions compared to the previous year’s event.


Facebook Live also enhanced event coverage by providing real time video of specific questions and a post-event interview. During the immediate days after the event, the Facebook Live videos received 440 unique views, 48 reactions, and reached 1,807 users.

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