Speaking at the UK National Associations Congress in London today (14 December), Saroya revealed that just two per cent of the 10,000 delegates who registered for the ACCA annual virtual conference in 2012 came via social media.
Direct email marketing was the key driver, generating 78 per cent of registrations. Online advertising accounted for 11.5 per cent, four per cent from e-newsletters and 1.7 per cent from referrals.
Saroya said: "Social media is a great way to start a conversation with potential delegates, raise awareness of the association, engage students and to build a buzz around the event, however, if associations want to drive registrations, social media is not the way to do it.
"We expected it to be higher, but tailored messages with a good database was the key to our success with email marketing."
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