Some 230 event planners and representatives of national and international associations, corporations and event agencies participated in the survey, which was conducted on behalf of Visit Berlin, Berlin's convention office.
The survey revealed that blogs, online forums and Facebook are especially important in their day-to-day business.
Some 63% indicated that they access these sites at least once a day. LinkedIn is used by 59%, followed by YouTube (53%) and Twitter (46%). Photo-sharing sites such as Pinterest (12%), Flickr (10%) or Instagram (7%) are significantly less relevant.
Social media growth
When asked if social media channels are important in their organisation's decision-making processes, 58 per cent of respondents said no. Nonetheless, 71 per cent did agree with the statement that their importance for the meetings industry will increase in the coming years.
About half (49%) of the participants also stated that social media is already a part of their company's marketing mix and 52 per cent said that the channels help increase brand awareness and visibility.