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Live Blogging continued from page 90
2011. The seven day event was designed to bring together the best and brightest minds from around the world. On Twitter, search for the #CIW11 hashtag resulted in scores of
tweets
about the discussions occur- ring simultaneously all over town. All it took was the cre- ation of a hashtag and a little encouragement on Twitter to get users talking about it. While live blogging can be
an effective, cost effi cient way to extend infl uence in social spaces, efforts should be man- aged with care. Recognizing the considerable marketing potential of live blogging and tweeting events, brand manag- ers are often tempted to jump in without considering a few essentials: tactics, strategy and logistics. Consider the fol- lowing factors to successfully harness the brand building power of live blogging, become a thought leader and generate lots of media attention: 1) Staff appropriately. Ac-
tive engagement depends on having the right kind of person behind a brand’s social media presence. Your brand’s “Wizard of Oz” should be enthusiastic, knowledgeable and have a pen- chant for detail. People want to engage with and listen to brands with personality, and whose interests are perceived to be in line with their own. Small business owners, some-
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