A couple of years ago the following question was posted on the Who’s Who in Events LinkedIn group.
Is Social Media just used to kill time and find out what old colleagues are up to or does anyone, other than social media consultants, get business out of it?
While social media, and technology in general are now fully embedded in the event marketing mix, it is worth remembering that there are still a significant number of people who view it with a degree of scepticism. Following numerous stories (given much larger audiences thanks to online and social media) of data leakages and inappropriate sharing, many are much more cautious about what they put into the public domain.
Social media is a great enabler of the creation of a continuous dialogue between like-minded people which can be capitalised on to create really great live events that the attendees truly value. When many people think of social media they are just considering Facebook, LinkedIn or Twitter, but these are really just the juggernauts that are educating the masses in the capabilities of what social media can do.
Technology now exists that enables you to take the capabilities and structure of social media and use it to create your own network, drawing in your current attendees, other interested individuals and partner organisations. By providing them with an open and collaborative environment you can understand what it is that motivates and concerns them, and then you can deliver business services and events that match these needs.
The organisations that are currently doing this successfully are incredibly diverse: from Cancer Centers who want to know how their patients select care at their center and what they want to receive in return; to AFOLs (adult followers of Lego); and then on to large technology organisations who were creating an event for their users based on what they thought were the issues but when they stopped and listened they discovered that there were other more pressing topics that needed to be addressed.
Social media is no longer just a useful part of an event or business marketing campaign, it is the linchpin of an event or business marketing campaign. Organisers and organisations that stop shouting and interrupting (outbound marketing) and start listening and responding (inbound marketing) will be the winners in a world that has been transformed.
The answer, therefore, to our original sceptics question is:
If you are just an observer within Social Media then all you will ever be able to do is kill time and find out what old colleagues are up. But if you use it effectively and professionally you will definitely get business out of it.