MPI white paper says social media should lead to real life interaction

The MPI Foundation has released the final white paper which looks at social media and how it should lead to real life interaction.

MPI white paper says social media should lead to real life interaction
MPI white paper says social media should lead to real life interaction

The Value of Connection: A Review of Social Media Trends says that some social media marketing practices that were cutting edge a year ago have become ineffectual or no longer permissible.

This phase involved interviews with innovators and social media experts from outside the meetings and events industry as well as analysis of focus groups conducted in 11 countries and live social media tracking of events worldwide.

Other findings include:
• The meeting industry needs to identify and nurture true advocates to enhance the value of social media
• Virtual sociability translates into real social life and "in the flesh" contact
• Traditional media are likely to remain important
• Social media should be seen as part of the product offering, not promotion

"We worked hard to gain multiple perspectives from within and outside the industry to help us understand possible future scenarios in more detail," said Jackie Mulligan, principal lecturer and director of enterprise at the International Center for Research in Events, Tourism and Hospitality at Leeds Metropolitan University in the UK. "The research has inspired stimulating engagement, both live and on social networks."

 


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