WORLD - Although exhibition organisers and exhibitors are placing increasing importance on social media as a marketing tool, few have concrete strategies in place.
According to a new white paper published by the International Association of Exhibitions and Events (IAEE), many respondents do nothing to measure social media marketing results. Also, although most respondents have staff members specifically responsible for marketing on social media, most do not have a documented social media strategy or policy.
The paper, How to Properly Use Social Media to Enhance and Promote Your Event, outlines steps to take for successful online marketing, and methods for reducing risks associated with using social media, including ownership disputes and trademark misuse.
“One of IAEE’s strategic initiatives for 2010 is to dive into the new arena of social media and better understand how it is impacting exhibitions and events industry professionals,” said IAEE president Steven Hacker.
Earlier this year, the IAEE formed a Social Media Taskforce, which subsequently published the Social Media Best Practices for Exhibitions and Events.
