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Generative Engine Optimization (GEO) Guide

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.

Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?

The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

How do customers interact with my newly launched product?

How do I increase the productivity of my employees?

How do I know if my marketing efforts are working?

We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.

So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.

But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!

But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.

We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Kim Cattrall takes the lead in a campaign celebrating the intelligence behind confident brand decisions.

Intelligence is always in style: Kim Cattrall stars in Meltwater’s new campaign

AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIn to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

When PR creates content, it is built-in our job description to broadcast it. That's why understanding how semantic SEO can affect organic traffic and increase your content's reach is essential to a modern PR comms and brand marketing strategy. 

Search engine optimization (SEO) is evolving. Google is consistently changing their algorithm, affecting how SEO should be implemented. 

To cover the changes, we had SEO guru Andy Crestodina discuss in a Meltwater webinar what semantic SEO is and why we need a content link strategy in our current competitive business landscape. In addition, we gathered insights from Amit Singal, Google’s former Head of Search, on best practices for maximizing a semantic SEO strategy. 

Historically, SEO professionals would start a campaign by researching a list of keywords to rank for. Depending on the traffic levels and competitiveness of each keyword, they’d choose a different set of keywords for which to optimize their pages. They’d add the keyword — and variations of it — in the URL, in the title tag, across the page, and more.

In the past few years, however, Google has been making changes in its algorithm, which has shifted the focus from specific keywords to topics. While this new semantic focus doesn’t change the way you optimize your pages — you still need to add your main keyword and its variations across the page — it does change the way you pick your key phrases.

According to Amit Singhal, Google’s former Head of Search, the shift has gone from focusing on strings (i.e., keywords) to topics:

Instead of using traditional keyword research tools that give you traffic estimates for specific keywords, follow Crestodina’s advice and use Google Suggest to find the key phrases for which to optimize your pages.

You should still think in the traffic volume your desired key phrases get; what you need to change is the way you find them.

Since finding key phrases with Google Suggest can take a long time, Crestodina recommends using a free tool like KeywordTool.io, which provides the whole list of suggestions from Google’s search bar.

An aspect of Google’s ranking algorithm that hasn’t changed is link building. To increase your site’s authority, you still need to get links from external sites, particularly from sites with high authority. The more links you get, the higher the authority of your site, and the better position your pages will get for the targeted key phrases.

However, attracting links from authoritative sites has gotten harder than ever. There’s increased competition in quality SEO content, making it harder than ever to earn the attention of influencers and other managers of high-authority sites.

In a survey of over 700 marketers two attributes attract eyeballs and high-quality links to sites:

While achieving the former is harder and would take an article (or webinar) on its own, developing original research is what can help you attract the links your company needs.

There are three ways to produce research:

Observation: Consists of picking a data set and making empirical observations to uncover insights

Aggregation: In which you combine data from existing studies to find new insights

Survey: This is the hardest of all, as you’d need to carry out a massive survey campaign in your target audience

According to research, surveys are the most common (and effective) type of research, with 58% of marketers using them. What’s even better is that 46% of marketers found original research to meet most (if not all) of their expectations.

While carrying out a survey can be a costly tactic to use, the links you can attract can help you increase the authority of your site, which will make it easier for search engines to rank your site.

In the most basic terms, Google ranks a website based on its authority. The way Google considers the authority of your website is by analyzing the number of links it gets, especially from sites with high authority.

If you’re able to get more of these high-authority links, your site will rank higher for your associated search terms, and thus, the more organic traffic (versus paid, ad traffic) you will attract.

Besides getting links from authoritative sites, you’ll need to optimize your site for different keywords by optimizing the HTML title tags, URLs, and images, among other elements.

Don’t forget to also optimize your site’s pages for the keywords or keyword terms, for which you can realistically rank. By using tools like Google Keyword Planner or Moz, you can check on the demand for a keyword and compare your site’s authority to the average authority of the websites that rank for that keyword.

If you find a keyword you’d like to compete for, check that the sites who are currently in the space don’t have a higher domain authority than yours. Then, when you pull out all the SEO bells and whistles, you’ll be able to rank for that keyword and attract more traffic.

Create Magnetic and Search-Friendly Headlines

According to Worldometer, there are over 3 million blog posts published every day. To make sure your articles get eyeballs they need to have a headline that’s both optimized for search engines and the users.

There are a lot of theories and ideas behind how to structure headlines, both to improve a post’s rank and make people want to click on them.

Crestodina recommends using the following structure:

Keyword + Colon + Number + Headline with Benefit

This structure applies mostly to articles, but it can be used in a PR pitches as well.

According to shocking research, most articles get no links or shares.

If you’re looking for the right data to compile, consider the missing statistic in your industry. Focus on a topic everyone talks about, but no one has any data to back up.

Besides using well-researched content, Crestodina recommends covering topics with a strong opinion. If you answer a question no one dares to answer (but many wonder about) you will call attention, acquire links, and foster more social shares.

Most press releases aren’t UI-friendly and nor add to authority since they tend to be company-focused, link to irrelevant websites, and feature long, incomprehensible paragraphs.

Consider asking yourself “What’s in it for the reader?” At the end of the day, Google wants to give users the best content possible, so instead of using the traditional press releases online, adapt them to the web.

Start by highlighting the main benefit in the headline. This will catch the reader’s attention and make them want to read more.

Also, be smart about formatting. That includes using white space (the space between different elements in a web page), bolding and italics, and short paragraphs.

Finally, align content and PR pitches with the reader’s interests and needs. Focus on what they get from your content, and build from there.

You don’t have to be technical and a search engine specialist to understand SEO’s impact on your PR campaign. With the help of semantic SEO and research-driven link building, you will be able to increase your brand’s reach, drive more organic traffic, and increase your site’s (and brand’s) authority.

How to Boost Your Next PR Campaign with Semantic SEO

If data is King, then context is Queen and a sentiment analysis API holds the keys to the kingdom. During this article we’ll walk through the basics of sentiment analysis, the role of natural language processing, and how sentiment analysis APIs are used by companies to inform strategic decision making.

Before answering the above question, let’s first clear up what is meant by a sentiment analysis. 

Sentiment analysis is a research area examining people’s opinions, attitudes and emotions in written language through the method of Natural Language Processing (NLP). The Oxford Dictionary explains this as:

The process of computationally identifying and categorising opinions expressed in a piece of text, especially in order to determine whether the writer’s attitude towards a particular topic, product, etc. is positive, negative, or neutral.

Natural Language Processing (NLP) technology powers sentiment analysis by mining text with the aim of extracting subjective information from the data. Most sentiment analysis providers lean on advanced linguistic algorithms and machine learning to deliver granular sentiment detection and understand and derive meaning from human language. This helps sentiment analysis go beyond categorising data at face value, for example, tricky sentences like double negatives (e.g. not bad) and irony can be correctly categorised based on positive, negative and neutral tonality.

APIs enable businesses to blend data from their own applications with third-party business systems. Through the integration of data, executives can yield a representative picture of their business and the eco-system it sits within, both on a macro and micro level. But data needs context. Without context, professionals run the risk of looking at data from a vanity perspective. Here’s where sentiment analysis APIs help. Sentiment analysis prevents companies from looking at data with rose tinted glasses, and APIs ensure they gain a full 360-view of their business.

How are sentiment analysis APIs transforming business decision making?

The benefits of sentiment analysis APIs are vast, including helping organizations:

Understand motivations behind conversations

Connect the dots between disparate data types

Break down silos by offering a single source and centralized view of data

Let’s take a look at the benefits sentiment analysis APIs have on critical business decision making in more depth!

Connecting the dots between data types to add context to data and ultimately mitigate risk 

Don’t underestimate the importance of blending datatypes. It’s vital that data and teams don’t exist in silos. Lack of visibility can be hugely detrimental to businesses, for example, while your sales figures may be looking positive, if your customer contact centre sees a spike in negative language, the future may not look at bright as first expected. Perhaps new customers have been wrongly sold to or there’s a fault with your product, such insights are relevant to numerous departments.
 
Regardless of whether it’s a sentiment analysis API or standard API, APIs ensure you're fully aware of your surroundings by connecting the dots between disparate data types that usually sit siloed in different departments. More often than not, APIs are fed into command centres that visualize all business functions from one centralised platform. While data analysis looks different from company to company, one thing most businesses have in common is the need for accessing a unified reporting solution that has the ability to show one source of truth – a single and unified view of all business functions.
 
Sentiment analysis APIs are usually favoured as they tell executives the why (qualitative insights) and not just the what (quantitative insights), therefore adding critical context and guiding their decision-making process. 
 
Hopefully by now you have a better understanding of the role of sentiment analysis APIs and how they’re used to inform business strategies. Want to see what this looks like for your company? Fill out the form below and we’ll show you!

How a Sentiment Analysis API can Transform Business Decision Making

Nonprofit campaigns require a great deal of planning and care. Take these 5 steps into consideration to help ensure all that work pays off. Social media will undoubtedly play a key role in your campaign. For inspiration on how to engage your audience, read our ebook on creating great content for your social channels.

Launching a successful nonprofit marketing campaign is no easy task. Marketing teams within nonprofit organizations are often challenged to raise awareness, donor interest, and funds with limited time and resources.

Fortunately, there are a plethora of marketing tactics at your disposal to help your organization achieve your goals and then some. Today we’re covering the 5 steps to building a nonprofit campaign all while raising awareness and inspiring action.

Tip: Learn how Make-A-Wish America uses the Meltwater suite for their national communications strategies and PR campaigns.

1. Develop a Compelling Call to Action (CTA)

Nonprofit organizations are on a mission to change the world one initiative at a time. In order to do so, nonprofits need a clear message and compelling call to action that attracts donors, supporters, influencers, and volunteers alike.

Stop the Money Pipeline is a great example of a nonprofit that has created a compelling CTA that their target audience can’t ignore:

Think of your call to action as a way to grab people’s attention in less than 2 seconds. In other words, if you had to dwindle your entire organization’s mission down into just a few words, what would it be?

Nonprofits, similar to colleges and universities, have a variety of audiences that they might be targeting at any given time.

This makes it critical to tailor your marketing strategy to each of these audiences individually because each key group will react differently to various messages.

For example, GlobalGiving has created an “Explore Projects” section where visitors can discover causes and funds that they most care about. This allows GlobalGiving to build awareness around specific initiatives while continuing to grow their overall organization.

One easy way to easily organize your different audiences is by using Meltwater's consumer insights reports. You can do a deep dive into the audiences that are driving the biggest results for your organization and double down on those efforts.

Tip: Read our customer story with KidsAndCars.org to learn how the nonprofit organization uses Meltwater for media monitoring, data collection, and fundraising efforts.

Nonprofit marketing campaigns without compelling visuals is a combination waiting to fail. Successful campaigns include both engaging editorial copy and eye-catching visual content. One of the best ways to create something that people will remember is through visual storytelling.

Visual storytelling involves communicating a ton of information – branding, messaging, call to action, and more – within one simple photo or video for audiences to easily digest. Take The Movember Foundation, for example. They create a 1 minute 18 second video to describe to viewers what their organization is all about:

What is Movember?

Their website is chalked with beautiful imagery that only helps to strengthen their brand message.

Visuals are intrinsically linked with deep human emotions. And visual storytelling is a powerful tool in generating the right emotions in your audience that will motivate them to act immediately.

When you mix the power of social media with the world-changing missions of nonprofits, you get a combination with unlimited potential impact. Not only does social media marketing have the potential to reach millions of people, but it provides nonprofit organizations with the ability to showcase their brand personalities and engage with followers and supporters.

The World Wildlife Fund is connecting with their followers across social media by sharing ideas of how to celebrate Earth Hour 2020 from the comfort of their own homes. A perfect example of a brand that understands that unique times call for creative campaigns:

Reading Tip: Learn How Meltwater Helped Track Earth Hour, the World’s Largest Grassroots Movement

The list of ways to use social media for your nonprofit is endless, but here are a few ideas to get you started:

Share news about your organization and cause

Share stories about successful donors and constituents

Email is one of the few marketing channels that your organization actually owns, which makes it an important tactic to connect with current supporters and activate new ones. Furthermore, email marketing can help you:

Drive more donations to your organization

Most importantly, email is one of the best tools to effectively retain donors by staying top of mind. Automate follow up emails to let your donors know how their gift has made an impact. You can take this a step further by segmenting this list based on when they gave, how they gave, and how much. This will increase the emotional tie to your organization and make your donor feel like they truly made a difference.

5 Steps to Building a Nonprofit Campaign

So, the professional conference season is upon us! Once you’ve decided to go to a conference and have your travel set, what do you do to get yourself ready?

A PR and content marketing team has specific objectives at each PR conference, but in prepping, I realize that there’s a lot of pre-planning and strategy involved. Along with lots of learning and networking, conference goals including producing quality content, and having a well thought out process will be essential for fitting everything in.

A recent report by event software company Bizzabo says 85 percent of marketers cite event production as “essential” to their marketing strategies, while 41 percent consider event marketing the most crucial channel to achieve their goals. Two-thirds surveyed say they plan to increase spending on live events in 2019.

As more organizations look to live events to boost the bottom line, they’re also looking to their PR teams to help get the word out to improve visibility and drive attendance.

Events allow face-to-face interaction with prospects, helping them establish a more personal relationship with brands. And they can get feedback in real-time – versus waiting for customers to try the product and share comments, which may never happen.

“For instance, intimate VIP events may help to win new customers, while thought leadership and networking events may help to increase brand awareness, and awards ceremonies may help to generate revenue from ticket sales and sponsors,” says Bizzabo.

Given this rise in live events, how can PR pros help brands make the most of these opportunities?

4 Ways to Use PR & Content Marketing for Events 

Use press releases to create buzz. These can be written in advance and pitched to relevant publications, posted on your website and social media, and issued on wire services.

“What doesn’t work is writing the same old press release for the event,” says Vannessa Wade, Founder, Connect The Dots PR. “Add flare. Talk about the event with excitement. Have a clear call to action.”

“Whenever possible I try to connect client events to a local community conversation or a trend,” says Olivia Adams, communications strategist, Byrum & Fisk. “This makes media advisories, press releases, pitches, and social media content all that more relevant and impactful when the event is connected to a bigger conversation.”

In addition to press releases, invite media to attend and cover the event. Post the event to local listings and event calendars.

Leverage event headliners in your PR efforts. Set up an interview with them before the event so you can create a press release or blog post. Beyond that, pitch an interview with them to local media. Then, share the articles that result on social media and the event landing page.

Beyond press releases, craft blog posts to talk about not only what your company is doing at an event but what you’re looking forward to. Are there themes you’re excited about? Are other brands participating that you may be able to include in your post?

You can also create a landing page with all the information about the event – the who, what, when, where, why, and how that answers all the questions potential attendees might want to know. Include a sneak peek of behind the scenes footage or images, a program of speakers with excerpts from their work, and so on. After the event, you can write another blog post that recaps the highlights. Include photos or videos from the event. Be sure to post this on social media, as well.

Leverage social media with scheduled posts, as well as live updates during the event. Post it on Facebook Events. Enlist partners and sponsors in your social media campaign to promote events. Be sure to tag them in your posts to increase the likelihood that they’ll share them. You can also create sample posts for your employees and third parties to share, making it easy for them to cut and paste.

“A major problem for brands in today’s digital world is that they tend to be faceless among a social feed of other brands,” said Deirdre Lopian, creative director, DLPR. “But influencers know how to create engaging content that will stand out and resonate with their audience.

What types of initiatives can influencers help brands with? Keynote speeches, panel discussions, promotions, and live-streaming are a few examples Lopian cites.

Got an Upcoming Event? Here’s How PR & Content Marketing Can Help  

If you aren’t signing up for a full pass, you might want to look into other options. This can mean general press or industry access or an exhibition hall pass. Getting the correct access is the beginning of your event journey, so make sure that you have the right credentials.

If you’ve registered as a full attendee, roll up your sleeves and enroll in workshops or breakout sessions before you get there. Wait, you might say, “How do I decide which ones to go to?” Hopefully, the blurbs on the site give you enough information to make decisions. If you want to guarantee an engaging speaker, Google videos of them, or plugin a relevant search into your media intelligence platform and check out videos and authored articles/posts.

Get Your Social Media Accounts Conference Ready

If you don’t use your social platforms for work, either clean them up or start new accounts especially for professional venues, such as conferences and to give to future colleagues. Stymied as to where to start? LinkedIn for professional networking, and Twitter and Instagram for monitoring the event and connecting with fellow attendees in real-time.

Depending on the conference, it may be possible to see an attendee list with accompanying social handles before you arrive. Also, if organizers provide event-specific Twitter and Instagram handles—you’re ahead of the game! Grab all of these and put them into Twitter lists. If you’re super organized, separating out speakers and attendees can be useful later when you’re on-site covering the conference. Since Instagram doesn’t provide the ability to make lists, just follow those handles.

If no attendee names or social handles are on the conference website, uncover attendees by looking at who is using the event hashtag and Google speakers’ names. In the case of South by Southwest, for example, I searched for the 2017 event by branded hashtag #SXSW, in addition to “South by Southwest,” and “southbysouthwest.” Plugging a boolean search into a media intelligence platform has the advantage of keeping searches running, gathering results throughout your planning process, as well as gives you the ability to spot possible trends ancillary to the event.

After you reach a certain tipping point, say 100 attendee handles on your Twitter list, a nice pre-conference engagement tweet might be to ask, “Who else is going to #SXSW? Putting together a list of attendees and don’t want to miss anyone!” Doing this serves you three-fold, it will broadcast your attendance to other Twitter list makers, second, it may then lead to introductions. And third, this callout may net you some responses; it is possible that your Twitter list will be the most comprehensive (and therefore will be utilized on the ground, during the conference).

At this point, you may have an idea of how you’d like to cover the conference. During an event, especially one that is a week-long, it is challenging to do anything other than focus on what’s happening in the present. You’ll be busy networking, attending sessions, taking notes, watching exhibitor demos, going to happy hours, and dinners. So, having an idea of what your coverage will look like and prepping for it before arrival, is the best way to create and produce content while you’re there. Block out time in your schedule to get your project together, so that it receives a maximum impact. Producing and pushing content marketing (whether this is a blog post or infographic) before (or soon after) the conference is over will allow you to leverage the hashtag in social channel promotions. It can also help cement new relationships you’ve forged at the event, and position you as an essential part of the community that the conference caters to (the first step towards industry thought leadership).

Man-on-the-street interview videos to be used in daily Twitter updates

Photo project highlighting speakers or attendees that reflect your audience’s demographic

Facebook live or Snapchat videos from the conference floor, promote these widely on social channels

Live tweet with attribution (Twitter lists comes in handy here)

General social coverage of the event on Twitter and Instagram with hashtags (helps cement new relationships)

Infographic or blog post-round-up that includes lessons learned and favorite quotes

A big part of conferences is the networking opportunities. As un-conference YxYY puts it, “At your average conference, we know the best conversations happen in the hallways. They happen over late-night drinks, and on the walk from point A to point B.”

If you’re new to this particular conference and even new to the profession, how can you guarantee opportunities to have these conversations? Again, social listening is your friend. As you research the conference branded hashtags, include “happy hour,” “attendee dinner,” “VIP dinner,” “drinks,” and “after hours” to get a sense of what’s happening and who’s going. To attend events, RSVP to as many events with open invitations as you’ll really go to. You might also surface posts from fellow attendees suggesting IRL engagement. If you’re feeling bold, answer the call of: “Does anyone at the conference hall want to grab dinner?” or throw out a social invite yourself. Either way, conferences are a way to get out there and meet like-minded colleagues discussing your industry. Using media intelligence and social channel searching you can enrich your conference experience and make it productive.

We’ve covered sessions, prepping personal social media accounts, tracking conference attendees’ social accounts, listening to hashtags at the conference in real-time, and contributing with your take on the conference, and now the after-hours events.

Using this as a guide for your coverage strategy and listening to socials throughout your conference, (before, during, and after) will guarantee a productive event! 

Read our latest eBooks for a deep dive on how you can leverage influencers and make the most of media relations to supercharge your event marketing strategy.

Make Your Presence Felt: The PR and Content Marketing Guide to Productive Events

Right now, it can be difficult to figure out how to best communicate about COVID-19. With information related to the novel virus changing almost hourly, it’s essential for marketers and brands to remain informed of the latest COVID-19 updates before posting something on social media that’s out of touch.

And what’s unique about the current situation is that although we are physically removed from the outside world, we are still very much connected to the digital world. For this reason, the content you share online is of particular importance.

The Meltwater Blog

How to Boost Your Next PR Campaign with Semantic SEO

How a Sentiment Analysis API can Transform Business Decision Making

5 Steps to Building a Nonprofit Campaign

Make Your Presence Felt: The PR and Content Marketing Guide to Productive Events

How brands have responded to COVID-19

7 Ways to Maximize Digital PR

Q&A: Communicating in times of crisis

7 Ways You Can Do Better at Recognizing Your Influencers

Why Now Is the Time to Practice Social Listening

JPMorgan, Goldman Sachs and more double down on tech innovation

Press Release Anatomy and History | Not Much Has Changed

6 Companies That Are Killing It on Instagram