When it comes to using social media to market events, Facebook is the cream of the crop, with 89 percent of respondents to a recent survey saying they use it for that purpose, followed by Twitter at 66 percent, and LinkedIn at 54 percent.
However, Twitter and LinkedIn may close the gap in 2012, as the survey, from email marketing solutions provider Constant Contact, also found that 20 percent of respondents plan to begin using LinkedIn to market events, versus 13 percent for Twitter, and eight percent for Facebook.
Those results are only natural, as Facebook has less room for growth than the other two social networks.
Other results from the survey of 474 small businesses and nonprofits by Constant Contact were:
- 77 percent of event planners currently use social media for marketing and promotion;
- 14 percent intend to begin doing so this year;
- 46 percent of respondents have at least an initial social media plan;
- 10 percent said they had a “thorough and refined” social media strategy;
- 34 percent said they were thinking of creating a social media plan;
- Nine percent believed they should get going on a social media plan;
- The top reason why event planners are using social media is to educate and inform about upcoming events, at 56 percent.;
- 66 percent would like to reach more people via social media in the future;
- 65 percent want to use social media to gather feedback from past events;
- 63 percent want to use social media to boost their attendee totals;
- 62 percent want to use social media to remain engaged with past event attendees; and
- Among those who are not using social media, the two main reasons were that they don’t know how (54 percent), and that it takes up too much time (39 percent).
Constant Contact Vice President and General Manager of Event Marketing Chris Litster said:
Event marketing has evolved. It’s no longer just direct mail invitations, phone calls, and simply hoping that people will come. Now, it’s social media conversations, real-time communication, and online video — true engagement across platforms to create a holistic event experience from start to finish.
An event — be it a networking gathering, open house, fundraiser, or class — is by nature a social affair, so it makes perfect sense that social media would be a fantastic tool to help plan, promote, and build excitement. If the goal is to get as many people as possible interested in your event, social media is a perfect complement for spreading the word to your core base of customers, members, and beyond.
Readers: Has content on Facebook ever swayed your decision on whether or not to attend an event?