Last week we did a little bit of crowd sourcing to get an idea of the kinds of posts that the community might want to see from us. One such idea, which I really liked, was to discuss how to cover events as a fashion blogger “without overdoing it.”
It's a good question, isn't it? How do you cover an event without bombarding your followers with superfluous Twitter updates and a post that reads like a gushing press release?
At least to us, it seems like the trick to making your event coverage (whether it's only on social media or also on your site) interesting to your followers comes down to these 3 things:
1. An interesting angle.
With event coverage, your readers are going to be asking themselves, what's the point? If your audience isn't there, why should they care? Well, if you can offer something to them that's entertaining, presents new information or tells a story – they will care.
Events, concerts, store openings, parties, collection launches – even fashion shows – happen all the time. Give your story something unique that no one else will have in order to make it worth reading.
2. Insider access.
You don't want to use your invitation to an event – no matter how public or exclusive – as a bragging tool. That will ostracize and off put your readers. You do want to use the access you have to get the best, most useful information and rich experience possible.
Make your audience feel like they're right along side you. Share something exclusive that will make them feel special for knowing it and hearing it from you.
3. Show, don't tell.
This is a classic writer's technique that always holds up. Instead of telling your readers what you saw, who you met, what you did – show them! Use photos and descriptive adjectives and colorful narrative to bring the event to life on the screen. Whether you're posting Instagrams of a designer presentation or weaving a tale of your weekend at Coachella, do everything you can to avoid the dry, dull, who/what/when/where formula. (You need the why, though!)
A few last thoughts:
- If it's an educational event, take notes!
- If it's a party, talk to people. (Make friends and/or try to snag an interview.)
- If it's a show or presentation, bring that DSLR!
- Use social media to illustrate moments and atmosphere.
- Send your post to the people who invited you after it goes live, with a quick thank you note.
Remember that most often, live-tweeting anything is going to overkill for a lot of your followers. Share the best, the funniest, the most intimate or amazing moments of the event. When writing a post, remember to tell a story. Don't pander to the press release or what Brand X's PR team is feeding you. Be honest and genuine (as will all blog posts, right?) and make your readers feel like they were a part of it with you.