What's a virtual emcee, and why do I need one? And if I decide to hire one, what qualities should I look for?

Virtual-event attendees do little more than sit and stare at a screen, as opposed to moving about a venue, physically interacting with people and things, and experiencing an event with the aid of all five senses. Not surprisingly, the level of audience engagement, and thus the effectiveness of virtual events, can be drastically limited compared to in-person experiences.

That's why those organizing virtual events need to ensure that audience members are engaged, energized, and active participants – not passive viewers. A virtual emcee is a great way to do just that. So here's a quick explanation about what these emcees do, why to hire a professional, and how to find one that meets your needs.

What's a Virtual Emcee?
In effect, virtual emcees serve as the link between the audience, presenters, sponsors, and organizers. Along with welcoming attendees, they guide people through the event's activities, and they explain the platform – offering insights about where to go, what to do, and how to participate. After all, virtual platforms can be intimidating to those who have never seen or used them. The emcee, then, helps the audience to feel comfortable with the technology and ensures that their questions get answered and their stories get told. Depending on the level of involvement you want your emcees to have, they can also help people network, solicit feedback, entertain guests, and even aid presenters. They're the attendees' "buddy in the room," so to speak.

Depending on your needs, virtual emcees can be live or prerecorded. Ideally, they're most useful when they're participating in the event live right alongside the audience. That way they can answer questions as they arise through chat features and aid the Q&A between the audience and speakers. This takes a ton of pressure off the person presenting, allowing him or her to focus on content and delivery, rather than trying to simultaneously moderate a chat, collect audience questions, and provide tech support. Virtual emcees can also facilitate polls, games, social activities, and networking events. Plus, they keep the event on time while building excitement for what's coming next. And if there are any snafus, they can communicate with the audience and keep them entertained until the issues are fixed.

Prerecorded segments, however, are also beneficial at times. They can be used to explain the platform via an introductory video tour, introduce session speakers, transition between activities, and offer instructions or calls to action at the end of presentations. Bottom line: A virtual emcee is the conduit that enables the audience to get the most out of the experience and that helps the organizer meet its event objectives.

Why Do I Need to Hire One?
Right about now you're probably wondering why you need to hire a virtual emcee instead of asking an internal product expert or company executive to fill the roll. Granted, just about anyone can get in front of a camera and rattle off some scripted pieces of info. But that internal product expert or executive probably does not have the time commitment to be at the beck and call of the virtual audience, the patience to repeatedly provide the same directions, nor the experience and ability to be an event problem-solver.

What you need instead is someone that can command the role of virtual emcee and reach through attendees' screens to create a personal, and hopefully emotional, connection with every member of the audience. This requires special skills over and above those of public speaking. That's because most virtual-event audiences cannot be seen, are located in multiple time zones and countries, may not speak the same language, and have other demands on their time and attention. It's a special audience that needs an experienced and talented facilitator.

Additionally, a professional emcee should have the ability to keep the event running smoothly and to intervene at appropriate times. Doing so requires skills and experience, as opposed to merely having a good radio voice. Emcees don't just erase technology barriers – they make visitors feel welcome and valued, as opposed to ignored, invisible, and underappreciated. So Joe The Sales Guy might be able to coach prospects into a sale, but he probably can't hold the room in a virtual event.

How Do I Find and Hire One?
Assuming you've decided to hire a virtual emcee, start your search for a qualified candidate by asking your event colleagues for recommendations. Other places to turn are your exhibit house, audiovisual company, and virtual-event platform provider. Also probe experiential marketing agencies and production companies. Do an internet search, request referrals via LinkedIn, and check out other virtual events to see who they're using.

You're looking for someone who's highly professional but also utterly engaging. The best candidates also are authentic and confident, yet humble. They must be able to interact with a number of different sources simultaneously, and they need to command the room while also allowing audience members to take the stage, so to speak. An emcee should also be able to communicate effectively verbally and in written text. And of course, they must be able to think on their feet and ensure that the show goes on no matter what happens.

From an operational standpoint, your emcee needs to be able to work hand in hand with you and your team to develop the interaction, messaging, and content necessary to engage your audience. He or she should have enough technological savvy to easily learn how to use your platform from an audience perspective as well as on the back end to communicate with your team and presenters. And of course, you'll want a candidate that's ready to devote a considerable amount of time to understanding your event goals, company background, and audience demographics and to educating himself or herself about your product, speakers, industry, and more.

As you begin to interview prospects, ensure that your candidate actually has experience prior to 2020. Due to COVID-19, virtual emcees are in high demand, so many traditional presenters are coming out of the woodwork and falsely claiming that they have virtual-emcee experience. So always ask for a list of events and clients and make the necessary calls to verify the purported experience. Better yet, try to secure videos of each candidate's hosting skills in action.

During the interview process, also consider asking "What would you do if..." questions and/or role-playing scenarios to see how fast and effectively applicants can think on their feet. And consider how each candidate's personality will fit with your brand, audience, and speakers.

If you're going through the trouble to organize a full-fledged virtual event, it's well worth your while to consider adding an emcee to facilitate the experience for your attendees. This important role can ease attendees' fears, foster engagement, and generate goodwill and memorability long after the event ends.