A dispatch from the diary of Dariush Kamyab, brilliant thinker and strategist at LMTD.
This weekend the LMTD team handled live social media coverage at the Dubai Motor Village, giving us the perfect opportunity to put an event-based strategy to work. Our team was faced with the challenge of covering the event’s multiple zones, activities, and live events spread over the vast Meydan Racecourse complex over two days, across several different social media channels — tasks we approached with gusto!
Managing social media at events can be challenging, but considerably rewarding when planned and executed correctly. Here are some organisational tips that we put into practice over the last few days:
1. Plan Ahead
Who will be Periscoping the Dubai Grand Parade? Who plans to Snapchat Ken Block’s whirlwind tour? Who’s bringing the sunscreen? For an event of considerable size like the Dubai Motor Village, planning ahead with our team was crucial to ensure that everyone was on the same page and was aware of roles, responsibilities, and policies going into the event itself. We set up a briefing session with key team members as the event approached and made sure that everyone was well versed in the essentials, such as the schedule, who needed to manage which platform, and how we planned to communicate on the day itself.
2. Communication is Key
We covered the Dubai Motor Village live across Facebook, Twitter, Instagram, and Snapchat with six team members covering a venue one kilometre long spread out over two levels. In setting up a WhatsApp group that contained all on-ground LMTD members and client representatives, we were able to constantly stay connected throughout, sharing important live information and a steady stream of content from multiple locations to fill up social channels.
3. Mission Control
Covering a live event on social media usually requires multiple people posting from multiple locations. When resources are that spread out, it is important to set up base camp on-site where the team can regroup at strategic intervals and most importantly, recharge their (electronic and personal) batteries! At the Dubai Motor Village, we set up shop in the VIP lounge’s media zone, keeping a permanent team member linked up to a laptop to coordinate team members and have regular status meetings with the client as the event progressed.
4. External OCM (Online Community Management)
At an event with over 5,000 attendees, there’s bound to be plenty of questions, queries, and complaints flooding in to social media accounts that require immediate attention. At the Dubai Motor Village, we assigned social media monitoring to a team working from a remote location that had been fully briefed on key event information beforehand. Responses to common questions such as event timings and parking locations were pre-prepared, allowing us to focus our resources on exceptional public requests that were flagged and directed to the client for immediate response.
5. Be Flexible
When managing an event on social media, there are bound to be hiccups and unexpected occurrences in the moment that will require certain degrees of flexibility from all members. This weekend, tweeting out in the sun took its toll on one or two team members who were forced to shift to the relative shaded comfort of the media center. As a result, some team members ended up taking over Snapchat and passing Twitter responsibilities to others– proving that flexibility across roles is well and truly part of our DNA at LMTD!
— Dar Kamyab, LMTD Strategist