We ensured that key messages in our social media marketing for events strategy were finely tuned to our audience. This involved crafting plenty of content in the lead-up to the event, and ensuring that it all spoke directly to their pain points and interests. Press releases were crafted, honed, and sold to the press in the weeks and days before the event. And we offered consulting advice on how to leverage LinkedIn for business, and improving website structure. On the day, two members of our team attended to live tweet and post highlights on LinkedIn. We also filmed vox pops with speakers, engaged live with conversations happening online, and drove further impact digitally by liaising with the press at the event.