Should You Host a Twitter Party?

A Twitter party can generate excitement and spread the word about an event. But do your research to make sure one is feasible.

Twitter parties are virtual events designed to promote a brand — whether it’s a product, an event or even just a general messaging effort. Often, there’s a giveaway to increase participation or get new products into consumers’ hands. The parties usually last about an hour and center on a theme related to the item or concept being promoted, such as color in graphic design.

Sound like something your brand or clients would be interested in? These best practices can help you get your virtual event off the ground.

1. Pick a short, clever hashtag. This will allow users to find and follow the conversation during and after the event. Brevity makes it easier to include in Twitter’s 140-character limit per tweet while still providing ample space for insightful messages. Communicate the hashtag and party details about a week or so in advance to get on people’s calendars. Some parties also require RSVPs, but experienced Twitter partier Aly Walansky prefers “an open-door policy.”

2. Consider co-hosting the party. Partnering allows you to bring in another brand’s or influencer’s network to learn about your product or event. Walansky recommends outlining conversation elements ahead of the party to help with cadence, but the ebb and flow should be natural.

3. Dedicate resources to the event. You may need to have multiple people manage the components of the party, from creating predetermined questions and tweets to replying to partygoers’ tweets to retweeting partner tweets. If your marketing staff can't handle it, consider hiring a social media team to handle the event for you. That team can also help provide insightful analytics following the event to consider for future marketing efforts.

Make sure the conversation is authentic, too (i.e., don’t use every post to promote a product or event — people already know it’s a promotional event for your brand). And never criticize a competing brand or product.