Exhibition News February 2019 - Page 14

ANALYSIS Untapped potential 42% of event professionals never collect social media information during registration A new survey by Aventri and Little Bird Told Media reveals that the events industry has room for growth when it comes to social media L 77% 65% 56% 52% Service 42% 38% 38% 79% 87% Gamification/ 96% 15% 11% 1% 33% 50% 66% 71% 90% Facebook is still overwhemingly the preferred platform 15% February 2019 | exhibitionnews.co.uk always collect social media information during registration 88% of event professionals use social media at their events. They use it for: 1. Social Media Monitoring Software (47%) 2. Pre-Scheduling Tools (42%) 3. Analytics Tools (23%) 4. Content Creation Software (21%) 15% 42% of event professionals say their organisation relies on one person to manage their social media 14 ast year, event management software company Aventri partnered with Little Bird Told Media to carry out a survey into the social media habits of event professionals. 185 event professionals were surveyed, and the report covered a range of questions including what social media platforms event professionals use, what they use those social media platforms for and what social media management tools are used. What emerged from the report is that, while the majority of event professionals use social media, very few are taking advantage of all its uses. “As expected, our survey revealed social media usage is widespread,” Michael Burns, executive vice president of global sales and marketing at Aventri, tells EN. “At the same time, the industry has a lot of room for growth when it comes to harnessing the full power of this unique communications platform. Many organisers ignore key metrics when gauging social media success. As a result, they miss opportunities to sell more sponsorships and gain new insights about attendee interests, top influencers, potential problems and more.” Facebook maintained its historic lead as the preferred social media, while video streaming app Periscope struggled despite the popularity of online video (perhaps due to Facebook Live’s similar and more easily accessible offering). Thirty-nine per cent of those surveyed use YouTube for live streaming, compared to 81 per cent who use Facebook. Only 15 per cent of event professionals actively promote the use of social media channels at their events, with only 28 per cent of respondents reporting that they always explain to attendees the benefits of engaging with the event on social media. One final finding, perhaps less surprising, was that social media is rarely prioritised or given the attention it arguably deserves; six per cent of those surveyed had a volunteer or intern running their social media, while a third don’t use any tools to manage their social media. EN of event professionals don’t promote their social channels