Lack of time stymies social media plans for more than half of event organisers

Lack of time and resources are among the top issues that hinder event organisers in implementing social media strategies, according to research unveiled at EIBTM 2012.

Amiando managing director Norbert Stockmann shares results of Social Media Report 2012 at EIBTM
Amiando managing director Norbert Stockmann shares results of Social Media Report 2012 at EIBTM

The Social Media Report 2012 - produced by event registration company Amiando - found that 54% of event organisers cite lack of time as hindering their social media ambitions, while 33% say a lack of personnel is a problem.

Meanwhile, 31% say the inability to effectively measure the value of social media is an issue, and 27% state problems arise through a lack of know-how.

Despite this, a total of 78% of respondents in the research say they will be increasing social media activity in the future.

The Social Media Report 2012 was produced from the results of an online survey with 1,000 events organisers, of whom 40% were from the UK and US, and 60% were from Germany, Austra and Switzerland.

Amiando managing director Norbert Stockmann said: "Lack of time and personnel is stopping companies really making best use of the possibilities of social media but events organisers must commit budgets and staff as it is a brand ambassador, communicator and promoter."

He added that commitment and regularity were crucial for "unlocking the potential" of social media, including Linked In, Twitter, Xing and Facebook.

"If you get reaction and feedback, don´t just collect it - make use of it," said Stockmann.

"It is an effort for attendees to respond, so take it seriously. Allocate budget, train staff, and allow them the time to do the job"

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