Social media tools are in increasing use across higher education and Twitter hashtags, live blogs, Facebook events and Flickr groups are becoming a regular feature of academic conferences and events. In this chapter the author reflects on the experience of planning, moderating and analysing social media amplification of the 2009 Beyond the Repository Fringe event. Based upon this experience several important issues regarding social media usage are considered and a series of practical guidelines for planning amplification of higher education events are proposed.