There’s more to event technology than social media

Social media is not the only benchmark for an attendee’s
engagement with your event, says Michael Douglas business development director
at GenieConnect. 

We’re quietly proud of the way that we’ve integrated social
media such as Facebook and Twitter into our event technology. You can tweet or like content or session data directly
from the app – which means that even those without Twitter or Facebook accounts
can join in. And at the big events we support – such as, World Travel Market or
the Mobile World Congress – you’ll find evidence of intensive social media
activity.

However, in the UK, the latest stats from the UK’s Office of National Statistics showed that only 44 per cent of businesses
used Twitter and this dipped to as low as 20 per cent for industries like construction.
(We tried in vain to find similar figures for other countries.)

So, while
marketers and digital natives may be filling the Twittersphere with content,
the same may not be true for engineers or medical researchers. If your next
event is aimed at these latter groups, then you shouldn’t expect a vast amount
of social media activity to take place.

Is this a reason to panic or throw away the notion of using
event technology at your next industry or corporate meeting? Absolutely not. Let’s
go back to the reasons why we get excited about people using social media at
events – it’s because this is the most immediate way of seeing that your
attendees are actually engaging with your event. But it’s not the only way.

For example, you can now conduct live polling via a mobile app to both engage with your audience and gauge their feelings on
a particular topic. You can use gamification so visitors can compete against each other to be top of a leaderboard. You can
encourage networking between attendees by enabling them to message each other and set up meetings –
even make smart recommendations for people they might like to meet by matching them up with others with similar
profiles.

In short, social media is simply one of a number of ways of demonstrating
engagement with your event and a tweet or a ‘like’ may not be the first choice
of doing so for many of your attendees. So, by all means check that your event
technology partner does social media integration properly – but make sure that
you are not settling for a one-trick pony when what you actually need is a
thoroughbred.

Any comments? Email Paul Colston

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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.

ConferenceNews Guest Author

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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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