Wednesday, February 27, 2019
How Social Media is Transforming Events Marketing Management Essay
It is believed that affable media began prior to the evolution of the mesh. The teleph angiotensin-converting enzyme was the first gumshoe of companionable media that gave throng the chance to genialize and gather culture. However, at the put out(a) of twentieth century, online communication became popular among various classifys of society. People began to get into virtual(prenominal) communication with the use of cellular phones and computers. amicable interlockinging became popular because it was a locale to draw population towards one another. This was to a fault very universal and its popularity was not limited to a certain age group.Amazingly, hearty net lending and brotherly media nonplus part of mainstream culture and the vocation world (History). It was ob executed that neighborly media became very valuable not only in sociableizing and schooling gathering but also in craft where on that point has been great dependence on the use of internet in promoti ng and selling of products and/or services. cordial media has provided the modern world with easy access to information, culture and delight in the fastest way possible by means of the advancement of technology.Interestingly, the networks hit be hail highly inter dynamic and user-friendly that even a starting motor could easily learn to operate it in a short period of time. Social media has modify into a puissant means of communication victimisation numerous gadgets which nurse caught the interest of a larger number of pile, the demarcation practitioners take advantage of it to broaden the scope of their merchandise. Truly, with the emergence of social media where people female genital organ communicate interactively with one another regardless of distance, ancestry has been accustomed a special place and opportunity to advertise or uphold their business to a much bigger populace.Most authors have recognized the definition of social media provided by Wikipedia as the initial source of information about it. Gradually, diverse definitions have been formulated to increase peoples awargonness of its definition. Safko and Brake mentioned that social media refers to activities, practices, and behaviors among communities of people who gather online to share information, knowledge, and opinions use conversational media (2009 6).On the other hand, Evans has an expanded definition of social media. He stated that Social media is the democratization of information, transforming people from content readers into content publishers. It is a shift from a broadcast mechanism to a galore(postnominal)-to-many model, rooted in conversations between authors, people, and peers (2008 33). The author acknowledged various forms of communication utilized in social media such as internet forums, message boards, bladelogs, wikis, podcasts, picture and exposure (2008 33).Later on, it expanded to include blogs, picture-sharing, blogs, wall-postings, email, instant messaging, music-sharing, group creation and express over IP. Social media has a vast potential as a channel through which promotional activities leave behind be forwarded to its users. Social medias unique features make it very usable and functional in merchandise publications. Evans stated that it is fundamentally antithetical from traditional media (2008 33) known as spic-and-spanspaper, television, books, and radio. Social media is interactive media.This is one advantage of social media over traditional media. other(a) advantages include (1) it has different social online take, (2) it changes over time, and (3) it is participative. The power to influence the interview is what makes social media appealing to business practitioners. Social media is real. Existing right in front of the computer communicating genuinely in a own(prenominal) way to the customer about a product is very beneficial for those who are development social media in trade or in public relation ca mpaign.Given the real nature of social media, font market has come to its new shape. At the alike time, instance marketing has begun to utilize the services of social media in marketing and promotion. Though at some point, they cater to similar interests that is, individual interaction and the union of people with the companys representatives. Pomer, on the issue of integrating event marketing and social media, described event marketing as a dodging which focuses on face-to-face interaction by attending, sponsoring and speaking at care shows, industry meet-ups, etc (par. ). Bowdin, Allen and OToole described strategical event marketing as the process by which an event organization aligns business and marketing objectives and the environments in which they occur, with marketing activities that fulfill the needs of event consumers (2006184). Event marketing has come to its new shape through social media influence No one could deny how social media, being a vehicle of informat ion and communication, has transformed event marketing into a to a greater extent meaningful and highly strategic promotional activity.In Bulmers article on the impact of social media on business, he stated that the trend today is to build a network or use social media to deepen customer function (par. 1). Social media has been used these days without acknowledging this fact as Bulmer put it. He emphasized that, the ability of social media to change behavior and to impact a professionals decision-making processes is the real essence of success in using this in business. Practically, social medias approach in dealing with the earreach in a genuine and an interactive manner somehow influences the approaches of event management to its customers.Event marketing management therefore becomes livelier, customer-oriented, interactive, personal, and dependent on audience feedback. There are several reasons for this. First, admittedly, as Shone and Parry pointed out that human society is complex and interactive (2004 50). It means that regardless of culture, different societies celebrate in diverse shipway, from the ancient period to the modern times, from a traditional way to a technological way it makes no residual as long as events involve people and celebration or activities.Shaping event management following(a) the principles behind social media lead help draw a lot of people to the message because there is interaction and exchange of communication. Secondly, various events such as festivities, wedding, etc. serve to strengthen social bonds as well as to spread entertainment around (Shone & Parry, 2004 51). Peoples primary intention for celebrating events publicly is to meet their longing for socialization and enjoyment. Thus, involving the community in events in such a way that they express inner satisfaction for socialization and enjoyment flowerpot make events management very successful.Shone and Parry stressed that without the social contact lens th at event often give, the feeling of isolation in society tolerate be great (2004 51). Hence, event management mustiness be in the context of the communitys perception of event celebration which is socialization and enjoyment. Given this, certain changes have been observed in conducting event marketing. Borges remark how businesses nowadays acknowledge social media as an effective mechanism for ambit a target market (2009 57).He even emphasized that myopic attitude that a business executive has on social media go forth eventually lead him to lose the business. Moreover, a business executive having event marketing founded on social media will ultimately be transparent, forthcoming, honest, sincere, and also to contribute something of worth (Borges, 2009 63). Since the events for the purpose of marketing require a group of community participation, the activities involved have had considerable improvement in foothold of acceptable approaches in dealing with the community.The comp anys marketing section learns to be transparent, forthcoming, honest and sincere in everything they present before their audience. It is different from traditional marketing wherein its objective is rigorously making people profane or patronize a product using various ways to manipulate their decision-making. Hence, marketing an event for a product, presents live and active interaction and participation from the community online or offline. Event marketing management facilitates Social Media MarketingThe great global financial crisis has brought to the disposition of marketing managers the predilection of utilizing social media in their promotional activities. The cheep, Facebook, Flickr, Youtube, and many other social networking channels have been utilized for the purpose of marketing. The good news for marketing managers is that it is free. From the inquiry findings presented by Bulmer in his article, he mentioned several impacts that social media has on business which helpe d transform event marketing to social media marketing.With such, he recognized the following findings (1) decision making in the business world today is more than social (2) many professionals are using social networking sites particularly Facebook, LinkedIn, and Twitter (3) many decisions have been drawn from information gathered through active users of social media (4) many professionals trust the information they gather from the sites (5) social media users have signifi jackpottly increased in three years and (6) many professionals join forces well outside preferably using social media sites than within the organisational intranet (Bulmer).Hence, there is widespread recognition of the impact of social networking in business from the business worlds perspective. The growing business community participation in the online world proves the fact that When you join a group online, you are joining a community (Borges, 2009 63). Social media started to become popular among groups of pe ople for personal use primarily for communication purposes. Eventually, this became a good tool around to interact, send greetings, and share information to friends. Most importantly, it had become a powerful instrument recognized to support the marketing arm of any business. through with(predicate) social media, the way people do the business has transformed into social sales because people believe in the power of online communication in mobilizing sales teams by grammatical construction good relationship with customers. Shih recognized that social network marketing talks about the breakthrough new marketing techniques made possible by online social networks (2009 6). Some of these that she mentioned are hypertargeting, compound ability to capture passive interest and conduct rapid testing and iteration on campaigns, social community affaire, and automated word-of-mouth marketing (Shih, 2009 6).Furthermore, Tobin and Braziel emphasized that social media marketing plan is based on engagement not traffic (2008 79) which means that this type of marketing focuses on web events or the interactions users have with features which could be in form of blogs, comments, post, video views, and many others. Importance of social media in marketing event Availing the use of social media for marketing purposes has a lot to offer to a business. Borges mentioned several benefits of social media aside from the fact that larger potential buyers who are receptive to new information and trend can be met through social network sites.Some of the benefits named are low cost, brand building, staffing advantages, loyalty, level playing field, building trust, convergence of PR and social media for viral marketing, positive SEO benefits, quantifiable metrics, and educational (2008 131-140). In terms of costs, social media requires a low budget which is just about free, for a service that values relationships. Brands are being built through a good content using the internet platform . Thus, it is simpler and appealing to consumers.Few, in time highly talented staff, who can work in an enjoyable work environment are needed when using social media because content is more important here. Using social media builds loyalty among internet users because of its being user-friendly. This is unworkable to establish using advertisements and other promotional activities. Besides, all types of people can make use of it like anyone else regardless of economic or social status. Likewise, through a sincere voice in the content, the company can easily acquire trust from the people. In effect, social media as a PR tool can be an integral part of marketing activities.Furthermore, links attached to marketing in social media creates a tie connecting to the companys website thus increasing the chance of the customer browse of the webpage. Learning is considered as one of the benefits of social media. Not only do the internet users learn but companies also learn. Armed with this i nformation, social media has evolved from purely socialization and enjoyment to something highly beneficial to businesses. For this reason, there is no interrogative for business executives to resort to using social media in one of the tools in marketing an event.ConclusionSocial media has begun existing without clear importance quite than for socialization and personal or group enjoyment. However, with the increasing popularity of social networking when the internet was introduced to the public in 1990, this form of social interaction gained remarkable importance not only among the general public but also among business groups locally and internationally. Indeed, the ability of the social media to satisfy the users with its personalized features, has led to the baring that it could be a potential instrument in shaping the mind of the audience.Social media has unique characteristics. It can change perception, it is very appealing, and it is effective in marketing an event. Howev er, any business executive who wants to use its service must understand how it serves the public. Its special features that draw people together from all walks of flavour are derived from an honest, transparent, forthcoming and sincere way of dealing with one another. This same way is expected among event marketers in order that marketing of events will be appropriate to users expectations.