Most people in today’s society have one or more social media accounts that are easily accessible through their smart phones. Social media is a channel where people can socialise, share information, pictures, videos and their personal opinion on topics of interest. However, social media is also used for communication and as a promotional tool where events can be shared and attendance can be closely monitored.
With Facebook’s transformation from being a major “socializing” channel to the evolving into the most powerful digital marketing tools that brands and businesses can exploit and use to their advantage for global outreach. Social media gives the event industry the option to target larger web audiences in a short time frame through extensive promotion of their event.
The event feature on Facebook is the most commonly used by people that want to promote their event and build brand value. The site gives the event organiser (or what is referred to as an admin) the option to choose whether they want the event to be public or private. Through the use of event flyers, promo videos, campaigns and hashtags the information gives the admin fast and instant results on the outreach, interest and attendance of the event. It also gives the admin instant feedback and allows them to keep event attendees constantly updated with the event progress up until the event date.
Facebook’s event feature can be used for both small and large event organisers. An additional advantage of this feature is that less expenditure is being put into physical marketing, leaving organisations with more money to invest in other elements of the event.
The implications for the events industry
When promoting events on Facebook, event organiser must consider who their target audience is. Depending on the event, it may not appeal to all age groups even though it can be attended by all. Not only do event managers have to consider age but also niche events must be taken into consideration. The aim of appealing to everyone on Facebook is an unrealistic expectation therefore, organisers must focus on demographic segmentation to ensure the success of building brand image.
With smartphones becoming ever more entrenched into peoples everyday lives, what does this mean for the future of the event industry? Is social media consuming peoples lives to the point where face to face interactions are now considered to be an odd occurrence?
Statistics show that those aged between 18-24 years old are less likely to use Facebook as a preferred media platform in comparison to 35-54 year olds. Therefore event managers may have to rethink and be more creative, and use tools such as virtual reality to keep their events exciting. Through social media almost anything can be found and seen therefore staging events that have a “wow factor “is of the latest trend.
The use of technology is never ending and people are bound to be uninterested at some point and therefore the implications for events industry is going to be put under great pressure to deliver extravagant events that will go beyond creating the “wow factor”.