©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
When I last wrote here about the integration of digital and face-to-face media, I commented that many events companies are making rudimentary experiments in social media, although surprisingly few are really convinced about the efficacy of doing so. It was becoming clear, I suggested, that user-driven social media groups can become a powerful marketing multiplier for events as the efficacy of mass email marketing, the event industry’s main promotional tool, comes into question.
For all their uncertainty about social media, everyone in the events business seems to recognize that there is something really important going on here. Every industry conference for the past three years has included sell-out sessions on social media. Until six months ago, I would have described the results as, at best, confusion and in many cases severe skepticism. Some clarity does, though, seem to be emerging. Read more