Social
media and events have a common core goal of gathering people. This is what
makes their collaboration very effective according to Corbin Ball, meetings technology expert. More and more event organizers
use social media for the professional purposes and in the same time, social
media is becoming more events oriented.
Facebook, leader of social network with 1,87 million active users per
month (according to the Statistics Portal Statista of January 2017), without
any doubts a great opportunity to make an event known and to attract more
attendees. Facebook provides a clear guideline in order to create an event and
proposes all needed tools to satisfy event organizers and its customers.
Facebook offers to add keywords for an easy search for event, its API- Application
Program Interface allows users to register for the event from Facebook. In
addition, Facebook analyses users’ profiles and highlights events that could
interest them. Moreover, Facebook has a possibility to make videos in live,
what makes it even bigger competitor for Periscope, which also allows users to
share an event experience though the live videos. Periscope is owned by
Twitter, that helps to find a lot of information concerning an event through
hashtags. Another successful social media for events is Snapchat, who was
translating live stories of Olympic Games in Rio.
What is interesting to see is how social medias competing and
collaborating between themselves. For example, Instagram, owned by Facebook, expands
its options, firstly, by allowing putting longer videos, and then by creating
“Stories” for those who want to make instant photos and live video what is very
similar to Snapchat. Instagram also uses hashtags creating competition to
Twitter. Periscope
videos can be sent to Facebook page or YouTube to make it last longer than
24hours.
Nowadays,
social media is used during the all three stages of events: before, during and
after. It allows meeting planners to diffuse information to a huge number of
people, it allow participants virtually attend an event and live the
experience, and what is more, event planner can get feedbacks in order to
improve it in the future.
Certainly,
social medias wouldn’t have such a big value for events without all the number
of people who actively use social media. Thus, the role of network externality
is vital. Organizing events through social media is successful mainly thanks to
the millennials, for whom “online” status is a part of the life. We never know
what could happen in the next decades, will the role of social media grow or
decline? But we know that being flexible and being able to adapt is necessary
not only for the event industry but for the whole world!
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