The brief
One brief for everyone going: the dates, the talk, the booth, and what to post before and after.
Sample brief
Campaign title
We're at [Event], [dates], [City]
Brief
[Number] of us are going to [Event] in [City] on [dates]. Our [speaker's role] speaks on [date and time] about [talk topic]. We'll be at booth [booth number] (or: no booth this time; we're there to meet customers and learn).
Please post once before the event about why you're going and how people can find you, and once after with one thing you learned. Use the event's hashtag, [#EventHashtag], and tag organizers or speakers only when you mention them.
Three posts from that brief
Three reasons to stop by, from three people going. Replace the words in [brackets].
I'm speaking at [Event] on [date] at [time]: [talk title].
The short version: [the talk's argument in one sentence]. The long version has [two] real examples from customers who agreed to let me share them.
If you're there, come say hi after the session. If you're not, I'll post the slides here the week after. [#EventHashtag]
Heading to [Event] in [City] next week. I'll be at booth [booth number] most of [day], and I've kept [two] slots free on [day] for anyone who wants to talk about [problem you solve], no pitch deck.
Message me and I'll send you a time. [#EventHashtag]
First time at [Event]. I'm going for one reason: the [talk or track] on [topic], because we're about to [thing your team is about to do].
If you've done this already and have one lesson you wish you'd known, the coffee's on me. I'll write up what I learn when I'm back.
The company Page post
Where and when, in two lines, for the people who click through from the team's posts.
Find us at [Event], [dates], [City]. Our [speaker's role] speaks on [date] at [time] about [talk topic], and the team is at booth [booth number]. Want to meet? Send us a message. [#EventHashtag]
Timing and tagging
- Before: 5 to 10 days ahead. Post once with the session time and the booth, then a short reminder on the first morning if you like.
- Use the event's own hashtag. One hashtag, the organizer's, is enough. A wall of hashtags makes a post look automated.
- Tag with @, and ask first. LinkedIn notifies the members you mention, by email and in the app, and you don't need to be connected to mention someone; some members turn mentions off (LinkedIn Help: Mention people in your posts). Check that the person is happy to be named before you tag them.
- After: one lesson, credited. Share one thing you learned, credit the speaker, and post photos of colleagues or customers only if they've agreed.
FAQ
What should I post on LinkedIn before a conference?
Why you're going, the talk you're giving or attending, where people can find you and when, and an invitation to meet. One post per person, 5 to 10 days before, is enough.
What should I post after a conference?
One thing you learned, with credit to the speaker who taught it, and what you'll do differently. It's more useful to your network than a list of everyone you met.
Should I use the event hashtag?
Yes, if the organizer has one. It's how other attendees find posts about the event. One hashtag is plenty.
How do I tag a speaker on LinkedIn?
Type @ and start typing their name, then pick them from the list. LinkedIn notifies them by email and in the app (LinkedIn Help).
More templates: LinkedIn post templates for teams. New to the idea? What employee advocacy is, for a small team.