Over the next two days 22-23 February 2012, the Tru London recruiting unconference will be taking place in London.

The event – and all those who are a part of it – is great at building buzz through social media. I guess that is not too surprising as the content is about, and many participants are heavy users, of social tools.

I work on the event curating and creating content from it. By curating content about the event prior to it starting I get to see how buzz builds. Here are some tips, taken from Tru London, on how to build buzz before your event.

1 Create a Twitter hashtag for the event. This will become the Twitter ‘label’ for all content and discussion related to the event.

The Trulondon recruiting unconference uses #trulondon – check out the hashtag to see how the pre-event buzz is building.

2 Have a promoter, someone on Twitter who reaches out to people – speakers, potential speakers, potential delegates – and makes them aware of the event and the hashtag. Buzz is created by people so make sure you have someone who can do this.

Bill Boorman runs Tru events and is a heavy user of social media so he understands how to use it for his events. He is also a a great event maker and knows how to host them and he uses these skills online to engage people.

3 Ask speakers to blog about their presentations/thinking for their session and make sure they share this using the event hahstag. Make sure you ask sponsors to post as well.

Many, many speakers have posted about their sessions at try London. You can see the posts listed in this post.

4 Ask sponsors to blog, especially if they are sponsoring speaker sessions. Get the speakers to blog on the sponsor’s site and make sure it gets promoted on the event hashtag.

Jobsite is the headline sponsor for Tru London and in the lead up to the event it has published posts from the speakers it has sponsored, such as this one from Bryan Wempen.

5 Keep pulling the content together. Ideally do this on your site but it doesn’t matter where as long as it gets done. This will provide a useful service for anyone interested in the event, attending or not.

I am working as the event reporter and curator at Tru London. That means I pull together all the content and curate it in one place. I do this before the event to help build buzz and to provide value to those who are going and those who are following the event from afar.

6 Share developments about the event – new sessions added, innovations etc and post as soon as you can.

Social media enables you to update people in a timely way so let people know useful information and share how the event is developing. Here is Bill sharing news of a page that has been built for the event . . .

7 Keep talking about the event so the hashtag is busy. Busy = buzz.

Make sure your ‘promoter’ keeps an eye on the hashtag so the conversation continues. Think about it like you would if you were a party host – wander around making sure people are OK and connecting them to others to talk to. Just do all this in your social media networks instead.

Here’s a good example of being a host . . .

8 An open conversation will enable others to pitch in. And even if they aren’t coming they can add to the buzz . . . e.g. I can’t be there but wish I was.

9 Let your fans and advocates get on with promoting and sharing on your behalf and wherever they choose – they are advocates so let them advocate and trust they will do a good job because they will.

For example, regular attendee and Tru speaker Geoff Webb has set up this #tru friends Facebook group.

10 And finally, share openly ie not just in closed groups. Make sure you retweet, share in Facebook, in Linkedin, Pinterest, Google Plus, your site, blog etc so as to maximise the number of potential eyeballs looking at what you are doing.