Make attendees aware of the backchannel. Define your Twitter hashtag or hashtags before an event starts, and mention these in all your materials. Publicize them throughout the event, including from the stage.
Aggregate and display the backchannel. Especially at large events with overlapping sessions, attendees may not be able to attend everything. Social media can help connect them to the sessions (and participants) they miss. Tricks like broadcasting event Twitter feeds on lobby monitors can focus the buzz."
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