Part 2: The Essential Checklist for Virtual Literary Events

Curators have adapted their programming; marketing teams are learning new skills; producers are transferring their skills from large-scale venues to home studies. In the literary community, our response to physical distancing has been rapid and, in many cases, joyful, inspiring and successful.

As competition increases — in the industry and with other online entertainment — so does the importance of finessing public-facing literary events. That includes what happens on screen, and every step prior — from RSVP collection to moderator prep to ample in-event support.

This list can help publishers develop events that are polished, engaging and work to build your audience for the long-term.

Pre-Event: Marketing

• Are you asking for RSVPs to get a sense of your potential audience size?
• Are you capturing every audience member’s email address so you can market future events to them?
• Are you using the platform that has the greatest built-in chance of success, based on where your audience engages with you?
• Have you selected where your event’s feed will be hosted (if partnering with another organization), and was this based on audience size and engagement?
• Have you specified the time zone your event is taking place in on promotional materials?
• Have you prepared a reminder email to send to all audience members who RSVPd?
• Have you cross-promoted this event on all of your social media channels, regardless of where the feed is hosted?
• Have you submitted your event to any local community calendars or round-ups, if they apply?
• Have you created marketing materials for your website, so anyone who is not subscribed to your newsletter or social media channels can still learn about the event?
• Have you ensured that participants have the materials they need to support in the promotion of the book?
• Have you installed Facebook pixels or other remarketing tools so as to capture online data where possible?

Pre-Event: Production

• Have you ensured you are using an officially-named account to host the conversation (organization vs. personal)?
• Have you planned close captioning for your event?
• Have you ensured that the platform you are using allows for both computer and phone-based audio or speaking?
• Are there multiple ways for people to interact with the events? This will support augmentative and alternative communication users in interacting with the event.
• Have your speakers practiced using the platform? Does the software work on their computers? Do they know when to mute and when to speak?
• Have you scheduled a technical rehearsal with the participants to be sure their set-up works for your event, and they don’t have lingering questions?
• Have you spoken with your moderator about the unique quirks of leading an online discussion, even if you have worked with them for in-person events in the past? Moderators perform the essential function of fostering intimacy between panelists and the audience, and the importance of the moderator’s role in an online event can’t be understated.
• Do you have phone numbers, not just emails, for everyone participating?
• Have you arranged for the presenters to join you on the platform at least 15 minutes prior to the event officially starting? (Ideally, your participants will be in a virtual green room at least 30 minutes prior to the event, in order to build rapport and find their rhythm.)
• Do you have a way to manage what audience members see prior to the event officially starting? (That is, will they see your logo and a “starting soon” notification, or an empty chair, or someone finishing their dinner?)

During The Event

• Is your host for the event different than the person responsible for tech troubleshooting (e.g., your event technician)?
• Is your event technician managing the stream, live, ready to respond to viewer comments or technical issues, if need be?
• Are all guests sitting the same distance from the computer screen and using similar audio devices, so there is a consistent aesthetic?
• Do you have a standard, introductory script to set audience etiquette and introduce your series or organization?
• Have you decided how to manage audience participation during the event? Will the chat be open and monitored, or turned off? Will Zoom audiences be allowed to have their video on? Is the event technician aware of your guidelines for removing disruptive viewers?
• Are you actively promoting each book, including how to buy, with easy links?
• Are you showing authors’ books on screen during the event?

Post Event

• If you are sharing video, have you added captions before uploading?
• Have you sent a survey to participants or more informally asked for people’s feedback? Did you post a link to this survey in your video’s comment feed or description, if archived permanently to your channel?
• Is there a way for people to comment on — possibly anonymously — any accessibility challenges they experienced during the event?
• Have you confirmed how — and when — you will share the event for those who did not attend?
• Have you reconnected with the moderator and speakers to ask if they have feedback about their experience?
• Have you assessed viewership to decide whether you will continue to use the chosen platform for future events?

Are there other “musts” you have implemented in your organization?
We welcome ideas and feedback. Get in touch: zoe@zgstories.com.