Twitter screenshot

Many events are turning to Twitter as a fast and easy way to brand, advertise, and build a more successful event. Don’t get left behind! Here are 5 reasons why YOUR EVENT should get on Twitter ASAP.

Participant/Sponsor Engagement

This is arguably the most important reason why you, as an event, should be on Twitter. Many of your participants and sponsors are using the social media platform, and are checking it as part of their daily routine. Being able to connect with your audience while they’re brushing their teeth, or taking a lunch break, is a very powerful thing because it effectively humanizes your event. Answering questions, maintaining positive professional relationships, and sharing or retweeting relevant information lets your followers know there are real, accessible people behind your event. Even signing off on your tweets is a great practice for humanization. –Jasmin


If you want your race to have longevity as an annual event, it’s very important to brand your race as something that is recognizable and unique. The content and tone of your Tweets will present your desired image and attract potential sponsors or participants, so it is key to keep these things consistent throughout the year. Again, audience engagement plays a huge role in this but you have to give them something to engage with first. Maybe your event will be known for tweeting out training tips, healthy recipes, or great music to run to…get creative!


Anything can happen at any point of the event planning process. For this reason, the speed at which Twitter relays information to your (potentially confused, angry, or happy) followers is a beautiful thing. Is there a thunderstorm on the morning of your event? There has been a change in the route? You can send this information out quickly and easily so you know everyone is getting the same, official update.


If there is something you could have done better as a event director, or something your event achieved effectively, wouldn’t you want to know? Twitter allows for public and private ways for you to receive feedback, maybe even fast enough for you to make changes on the spot! Get your followers to tweet at you or use a certain hashtag that you can track in order to receive this feedback, and don’t forget to respond with a “Thank You!”

Size Up Your Competition

Not only can you read what your participants are saying about your event, but also you can read what they’re saying about OTHER events. The free Twitter search tool allows you to see open profiles and track relevant hashtags. Use this to get great ideas for your event, or perhaps even learn what not to do.


Brandon Laan

Brandon is a dad, runner, race director and endurance industry specialist. He spends the majority of his time coaching the sales team at Race Roster while co-directing The Rock The Road 10K. He spent his undergraduate days at Western University before fleeing to Hawaii Pacific University for graduate school. He recently pushed his twin girls, Emma and Sydney to a 1:14 half marathon and is a former winner of The GoodLife Toronto Marathon and Silver Medalist at The Canadian Marathon Championships.