Using Social Media To Promote Events: Benefits and Dangers Deirdre Mulligan IADT

Overview  What is Social Media  Research Objectives  Advantages  Disadvantages  Research Conducted

Social Media “describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people”. (Solis, 2007)  37% Irish population not active ((Ipsos MRBI, 2013)

Objectives  How and what forms of social media are used  Advantages and Disadvantages of event planning through social media

Advantages  Free (saves time and money)  Virtual invitation  Ability to contact people worldwide (vast scale)  Instant feedback  Develops a connection between users

Disadvantages  Damaged reputation  Safety and security  Sufficient knowledge

Research Conducted  Primary research - Survey Monkey  Data collected using members of Social networking sites  105 participants

Results  Facebook most popular: 65%  72% attended promoted events 57% promoted their own events  51% “sometimes” worried about privacy issues

Respondent's opinions  “I feel this is tool that really works. Social media has become a fantastic way for brands to communicate to their customers and in turn by liking and sharing really creates awareness of their events. It's invaluable channel for all marketers”.  “I think promoting events through social media is a good idea to a certain extent. If it is a private event and only YOU can invite people to the event on the social media e.g. Facebook, well then I think it’s a good way. It is quicker, easier and CHEAPER than sending paper invitations. Although if it is not a private event it does worry me, especially when I made an event on Facebook myself. The 'wrong crowd' could hear about the event that way. It could also in some circumstances attract trouble to the event. But overall I think using social media to promote events is a good idea if done properly”.

Conclusion  Power and potential to promote events on a vast scale.  Connect, share content, voice opinions and create and attend events through social networking sites  Overall opinion is positive.  Essential tool for promoting and raising awareness about events due to no costs, potential reach and exposure and also the easy access and availability to directly communicate with attendees.  However, while a survey proved the above statement, the anxiety remains high about trust online and the potential of personal information being accessed, but also the safety of attendees at an event the ‘type’ of people who may attend if an event is not private.

References How to use social media to promote your event. (n.d.). Retrieved from CWT Meetings and Events Ireland: promote-your-event.html Ipsos MRBI. (2013, February). Retrieved from Social Network Monitor- Quaterly Survey February 2013: Mangold, W., & Faulds, D. (2009). Social Media. The new hybrid element of the promotion mix, 357— 365. Paris, Cody Morris; Lee, Woojin; Seery, Paul. (2010). The Role of Social Media in Promoting Special Events: Acceptance of Facebook ‘Events’. In L. W. Cody Morris Paris, Information and Communication Technologies in Tourism 2010 (pp ). Springer Vienna. Social Media Statistics Ireland [Infographic]. (2013, April 24). Retrieved from eightytwenty: Solis, B. (2007, June 28). Brian Solis.com. Retrieved from Defining Social Media: Stanley, K. (2013, February 27). Using social media to promote an event. Retrieved from We Are Brand Social: Images: Abdulhadi, L. (2012, October 26). Have you set solid goals & objectives? Retrieved from