By creating innovative ways to reach out to the audience, social media has forced the events industry to evolve and think out of the box to bring bigger and better events for audiences
The world is run by social media today. Every month new platforms are emerging. The evolution that platforms have seen just in the past 3-4 years is immense. India currently has one of the lowest data costs in the world and internet penetration is increasing steadily. Due to these reasons, social media has increased in popularity among a wide range of audiences. Therefore, advertising on social media has become the norm with every brand and company having an established social media strategy. For the events industry, social media has provided for event planners and hosts to talk about their event and attract a crowd. Flyers, word-of-mouth and mail invites have become outdated forms of inviting people to any event. Social media provides them with a way to reach a wider audience throughout different demographics and geographies. Social Media has become an essential tool through all stages of event planning.
Social Media is a great tool that attracts a large number of new customers as base. People, now-a-days, spend more than 50% of their time on smartphones.Thus they have established that the promotion strategy on social media sites is a great way to spread awareness about the event. Attending events is a social activity and so, giving people a way to share the events they are interested in with their friends and family. The interesting fact about social media is that it creates a way to be creative and to create channels for engagement. Online registrations allow attendees to have the convenience of being part of the event without having to wait in physical queues. For event managers, this has cut down costs in terms of manpower and physical setups and it has also helped in increasing efficiency of the ticketing procedure especially through multiple apps that have helped grow the events industry. Through the data collected by social media platforms, it is also possible to give the information about your events directly to the right kind of audience that might be interested to attend. Trending hashtags allow events to have a unique identity in the world of social media. Using them, events can encourage conversation and even identify what the audience wants to see. For example, Twitter is widely used for customer engagement. For conferences or seminars, attendees could tweet questions they want to be answered using a unique hashtag which can later be incorporated into the content of the event. Social media also allows event companies to host contests and give away freebies to create pre-event buzz without having to spend on expensive slots on TV or Radio. Having live countdowns and offering sneak peeks into the setting up of the event online are also great ways to grab and engage attendees.
During the Event
After he completeion of the guests list, when the event date arrives, social media plays an integral role in shaping the event in the real-time. Attendees get to share their experiences online in real-time with the features like Facebook live and Instagram Live. Further, it simply provides a glimpse of the event to the people who missed the event by any means. Live tweeting is often used as a tool even during the event to give out freebies or hold online contests. The people of today’s generation love to share everything, every minute of their lives on social media and therefore using specific and unique hashtags, it is possible for event planners to capitalize on that. Social media also often acts as a deliverable for sponsors. It allows event planners to give the brands that are associated with them to get recognition through their attendees. Branded photo booths to take photos in and share on their profiles allow hosts to make a unique proposition to both attendees as well as sponsors.
After the event is over, social media acts as a great platform that gave a budding start to create and spread the word for the next edition of the same event or to simply showcase the efficiency of event planners. Using photos and videos shared on social media platforms, they can lay down the foundation for the next event. After the event the stuffs shared by the people on the social media gives a feedback of how well or worst the event went. And thus feedback is an important aspect of the events industry and the convenience of getting this has become much easier with the help of social media by monitoring what is being said about the event and provide for a way for planners to be in constant touch with their audience. It allows event planners to showcase their skills and maintain their reputation.
Social media is a powerful tool no matter which stage of planning you are at. It provides event planners to reach an audience that crosses boundaries and create a long-term relationship with their audience that was earlier not possible for event planners to do after a particular event has been completed. By creating innovative ways to reach out to the audience, social media has forced the events industry to evolve and think out of the box to bring bigger and better events for audiences. It has created a higher sense of accountability and responsibility with event managers because of which the industry has been forced to provide better services every time they create an event. Social Media isn’t an option anymore. It’s a necessity.