Social events
FEBRUARY | THE ANATOMY OF…
The report found
that Facebook was
the preferred social
media platform,
used by 90% of
respondents
A new report by Aventri and Little Bird Told Media
is aiming to provide insight into how the events
industry makes use of social media
Among the key findings was
the fact that 96% of survey
respondents said they used
social media for marketing, but
only 38% said they used it for
crisis management. 87% used
it for customer engagement,
77% for news, 65% for live
streaming/video, and 42% for
gamification/contests.
The report found that
Facebook was the preferred
social media platform, used by
90% of respondents. After it
came Twitter at 71%, Instagram
at 66%, YouTube at 33% and
Snapchat at 15%.
Four out of five respondents
said they used event-specific
hashtags, while nearly half said
they made use of secondary
event-specific hashtags.
However, the report also
found that 15% of respondents
do not actively promote the
use of social media channels
at their events. It suggests
that the industry still has
96%
of survey respondents said
they used social media for
marketing, but only 38%
said they used it for crisis
management.
12
room to grow in terms of
how it harnesses social media
channels.
It also found that 42% of
respondents leave all their
social media coverage to one
dedicated person, which leaves
little room for error and no
backup plan.
Furthermore, it found that
‘vanity metrics’ such as likes,
reactions, and comments were
the preferred way to measure
the success of social media
for event professionals. These
metrics, however, do not always
bear a direct correlation with
numbers that speak to business
success.
After it came
Twitter at 71%
Instagram
at 66%
YouTube
at 33%
Snapchat
at 15%
#didyouknow
Four out of five respondents said they used event-specific
hashtags, while nearly half said they made use of secondary
event-specific hashtags
42%
of respondents
leave all their
social media
coverage to
one dedicated
person, which
leaves little
room for error
and no backup
plan.
87% used it
for customer
engagement
42% for
gamification/
contests
77% for
news
65% for live
streaming
and video