A survey by Aventri found that the least common uses of social media among event professionals are crisis management, list management and gamification, used by 38%, 38% and 42% of event professionals respectively.
Some 42% never collect social media information during registration against just 15% who always do. That makes it tougher to build a community, share information and communicate in an emergency, Aventri said.
The event management software company also found that event professionals overlook important metrics for gauging social media success, including event hashtag usage, page traffic, comments and clicks to an event website.
It means they also miss opportunities to sell sponsorships, spot attendee interests and potential problems, according to Aventri.
In an article called How to make the most of social media at events, commercial director at Tobacco Dock Jonathan Read said the social media footprint of an event is now a key measure of its success. He asked the question: if an event hasn’t been plastered across Twitter and Instagram, did it even happen?
Read also talked about Instagram overtaking the likes of Facebook and Twitter through storytelling.
Meanwhile, RefTech's Simon Clayton asked whether the events industry is likely to follow Wetherspoon's lead and delete Facebook (along with all of its other social media accounts), posing the question is this the beginning of the end for social media?
Wetherspoons' chairman Tim Martin told the BBC that society would be better off if people cut down on social media use and said the decision had also been influenced by concerns regarding the "misuse of personal data" and "the addictive nature of social media".
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