Marketers say Facebook and Twitter are the most effective social networks for encouraging community engagement and content sharing related to events, according to a recent report from FreemanXP and the Event Marketing Institute.
The report was based on data from a survey of marketers at 100 large corporations (B2B and B2C), representing a range of industries, including information technology, healthcare, financial, automotive, and consumer products. Respondents were asked how they employ social media at in-person events, such as conferences, tradeshows, and functions organized by brands.
Some 37% of marketers surveyed rank Facebook as the most effective network for events community engagement, and 36% rank Twitter as the most effective. LinkedIn is a distant third, with 7% of respondents ranking it as most effective.
Though Facebook and Twitter come out on top overall, survey respondents view various social networks as being either more or less effective at various stages of the event cycle.
The following are the rankings for before, during, and after the event.
Before the Event
Facebook is considered the most effective social media platform leading up to events. The second and third highest-rated platforms are Twitter and LinkedIn, respectively.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji