Plan an AMA that is authentic, well-structured, and moderates itself. Set clear goals, prepare a content outline, and ensure accessibility. Choose the right platform, schedule thoughtfully, and enforce rules consistently. Follow-up promptly with a recap and measurable insights.
Preparation and goals
- Define objectives: brand awareness, lead generation, thought leadership.
- Identify the expert or guest: someone relatable and on-brand.
- Outline topics: 4–6 core themes, plus possible tangents.
- Prepare prompts: starter questions to kickoff discussion.
- Set success criteria: response rate, engagement, sentiment.
Announcement and promotion
- Announce early: give a date/time, guest, topics, and rules.
- Highlight benefits: exclusive insights, behind-the-scenes, Q&A access.
- Promote across channels: email, social, community forums, partnerships.
- Pin or feature key details: how to participate, how to vote or queue questions.
Platform, timing, and format
- Choose a suitable platform: where your audience already exists and can participate in real time.
- Schedule for peak audience window: consider time zones and work hours.
- Set format rules: duration, how questions are submitted, order of answering.
- Decide on moderation approach: live moderation vs post-event curation.
Moderation and community rules
- Publish clear guidelines: no harassment, no harmful content, acceptable asks.
- Appoint moderators: multiple voices to manage flow and safety.
- Enforce rules consistently: warn, mute, or remove as needed.
- Protect sensitive topics: avoid disclosing confidential information.
Content strategy during the AMA
- Kick off with a strong opener: introduce guest, purpose, and what to expect.
- Prioritize relevance: answer questions aligned with goals first.
- Show transparency: admit limitations and offer follow-up when possible.
- Use a mix of formats: short answers, longer explainers, examples, visuals if supported.
Accessibility and inclusivity
- Provide captions or transcripts: for videos and live streams.
- Offer language options: subtitles or translations if relevant.
- Avoid jargon overload: explain terms simply.
- Inclusive examples: diverse perspectives and scenarios.
Measurement, recap, and follow-up
- Track key metrics: questions submitted, engagement rate, sentiment, share of voice.
- Publish a recap: summarize answers, timestamp highlights, and next steps.
- Capture learnings: what worked, what didn’t, ideas for future AMAs.
- Leverage user-generated content: highlight standout questions and responses in follow-up content.
Pitfalls to avoid
- Overly scripted AMA: stifles authenticity.
- Ignoring audience questions: selectivity harms trust.
- Technical glitches: test equipment and connectivity beforehand.
- Poor moderation: chaotic threads and rule-breaking go unchecked.
Quick-start checklist
- Define goals and guest.
- Draft topics and starter questions.
- Choose platform and time slot.
- Publish guidelines and appoint moderators.
- Promote across channels with clear CTA.
- Test tech and run a dry run.
- Host the AMA and enforce rules in real time.
- Post a recap and analyze results.
Frequently Asked Questions
What is an AMA in marketing?
An AMA in marketing is a live or scheduled question-and-answer session where a company or expert answers audience questions to build trust and visibility.
How long should an AMA last?
Typically 30 to 90 minutes, depending on audience activity and platform norms.
Who should host an AMA for marketing?
A credible executive, product lead, customer success leader, or industry expert aligned with the brand.
What platform is best for hosting an AMA?
Choose where your audience is most active, such as social platforms, a company blog, or a community forum.
How do you manage questions during an AMA?
Use moderators, pre-sort questions, and apply rules to maintain a productive, respectful flow.
What content should follow an AMA?
A concise recap, highlighted answers, timestamps, and key takeaways for future sharing.
How do you measure AMA success?
Track engagement, question volume, sentiment, new followers or leads, and content shares.
What are common AMA pitfalls?
Poor moderation, ignoring questions, technical issues, and lack of a clear purpose or follow-up.