Building a social script in advance of a live event for Twitter

It sounds counterintuitive, but the best live content has a script and strategy behind it.

How I built a Live Tweet script for #InsideTwitter.

What I did

Live Tweet script for an in-person event

Role: Content strategy, writing, editing
Company: X (formerly Twitter)
year: 2015

Problem

#InsideTwitter was a special, invite-only event aimed at helping marketers and advertisers take advantage of all of Twitter’s offerings. As a editorial content strategist and acting producer and editor, I co-managed the InsideTwitter campaign from start to finish as a creative marketing with the goal of improving Twitter Ads' online presence, and helping to make it a thought leader in the social media marketing and advertising space.

To help prepare, I recommended building a Live Tweet script in advance of the event. This way, we could make sure to drive people to relevant content without having to scramble on the fly and also free up time to capture the magic of the event in real time.

Solution

Recommendations and direct actions included pulling strategic quotes, images, and other information from decks pre-event, providing strategic direction on how to include CTAs and better showcase Twitter products and services, and providing engaging Tweet copy pre-event and live.

The script format I chose included a document with three columns; one for a visual, one for social copy, and a third for a CTA that included a link. Resources included links on marketing.twitter.com, case studies, and more.