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What Did You Just Say? Crafting the Right Message at an InfoSec Event

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The biggest names in security are descending on Las Vegas this week as the BSides-Black Hat-Defcon triple feature is already in full swing. In our last post, we discussed the importance of identifying your social media audience and implementing a social strategy, but the challenge at many of these big InfoSec tradeshows is being able to cut through the noise to truly engage social media followers.

Below, we have outlined a few tips for companies to keep in mind as they are developing and promoting content around InfoSec events in order to generate the most buzz and reach attendees on social media.

Source: used under CC license.

  • Weave in the headlines. When choosing the right message to promote around a big security industry event, tracking the news cycle and taking a position is one of the best ways to get in front of key influencers and engage social media followers. For example, at RSAC earlier this year, the Apple/FBI debacle took center stage, garnering more than 3,000 social media mentions. This week, expect security concerns around Pokémon Go as well as the DNC email hack to be top-of-mind and drive a lot of the conversation on social media.
  • Research is critical. If there is one thing that is certain about the security community, it’s that they love research. One way that companies can make a huge splash at an InfoSec event is introducing new and compelling research – whether it’s uncovering a new vulnerability or diving into broader industry trends and stats. Such findings can be a strong asset for companies looking to capture attention and fuel social media conversations.
  • Master the hashtag. Beyond having compelling content, companies need to make sure they are sharing and promoting assets in a way that maximizes the impact. A key part of this is to take full advantage of key words and hashtags. By using official conference hashtags, like #BHUSA for Black Hat or #defcon for Def Con, companies can make sure their content is being disseminated to the appropriate audiences. You can further group your content by hashtagging key buzz words like #cybersecurity, #IoT, #mobile and so on.

The most important thing to remember when determining the right message for big events like those outlined above is to create interesting content that is tailored to your audience. By weaving in timely elements, new research and relevant key words, companies can avoid getting lost in the noise and make sure they are front and center for key social media conversations.


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