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