The Amiando report, which surveyed 1,500 international event organisers, found that fewer event planners (75%) planned to increase social media in 2012, and – of those who did – the majority were pleased with the results.
The most important objectives of social media activities cited in the survey are to increase awareness of individual events as well as of the brand.
Nearly half (44%), were able to achieve this, the equivalent of 76% of the event organisers who had set themselves these goals. This is the same success rate as event organisers had in 2012.
As in the 2012 study, the major interest still lies in Facebook, Google+ and Twitter. 'Lack of time' was cited as the main obstacle to increasing social media interaction, followed by 'lack of staff expertise'.
Meanwhile, 39% do not monitor their social media measures and 41% of organisers do not even know if they are using monitoring tools at all.