Social media: The paradigm shift

Martin Roulund Jakobsen, Head of Digital Marketing at Crown Plaza Copenhagen Towers, discusses social media in the MICE sector.
 
There
has been a paradigm shift on how suppliers can communicate with event
industry stakeholders as well as organisers with their own delegates.
Those who integrate social media effectively and can adapt to new
technology will win out in the end. It is not a question of why, but
when really, and great forward thinkers will be able to use social media
to market their event, accelerate their content and increase their
branding awareness.
 
Social media, together with rich media such
as video content, allows organisers to create engagement with potential
delegates, inside and outside of the office, and using these platforms
together will allow them to link their network more effectively instead
of relying on each to deliver what is needed. There has to be a synergy
between your primary communication channels such as an event’s website
and secondary sources such as social media.
 
A strong
communication platform will enhance the two-way dialogue between the
organiser and the delegate, pre-, during and post-event. An organiser
can directly channel into their target group; where an e-mail can be
easily forgotten once a delegate has left the office social media allows
an organiser to reach a delegate in a different state of mind, where
they are more responsive and willing to take in a message directed
through social media.
 
Social media strengthens networking and
can spread a message quickly and effectively. With peer recommendations
organisers can add a personal approach to their message.
 
When
delegates are sharing content on social media, while at a conference or
event, they might look as though they are not taking in the content, but
it is these delegates who are hunting for the key messages, listening
to the content being delivered live very carefully and broadcasting what
they believe is the key messages. These Tweets can therefore act as a
tool for delegates to remember the content after the event and also can
be used by organisers to see what was important to their delegates and
learn from that. Technology will never replace good content but can be
used to make the same content even more interesting and engaging.
 
With Google picking up these social media messages the lifespan of a conference can be extended and reach new audiences.
 
Lots
have been discussed in the events industry about social media but no
one is delivering the right information via these communication channels
to their target market effectively enough. The events industry needs to
follow the best practice of the front runners such as global consumer
brands and follow by example.
 
Essentially, delegates will demand this level of engagement and the events industry must embrace it or fall behind.

Any comments? Email jdavis@mashmedia.net

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Conference News hosts great guests on its pages. Our Blog section is the collection of the best opinions in the UK and international events industry.

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ConferenceNews Guest Author

Conference News hosts great guests on its pages. Our Blog section is the collection of the best opinions in the UK and international events industry.

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