Table of Contents
Table of Contents
Social media has become more widely used in the past few years while traditional methods have been used less. There are many ways to use social media to market an event. It can be used to reach to a great number of people, keep in contact with attendees, and hear feedback. Although there are a number of positive affects of social media, there are also negative affects as well. Negative affects can include, misused information, attract the wrong type of attendees and in some cases, too much media. Many people believe Internet is making people more isolated from the real world while others see it as growing participation.
Traditional marketing involved “the 4 P’s”, marketing mix, and word of mouth. The 4 P’s assumed that the seller purchases a product by the elements of price, product, place and promotion (Karic, D.). The marketing mix separates activities and marketing departments are created to take responsibility for the functions of marketing (D. Karic, D.). Traditional methods have been proven to work and have a high success rate. The traditional methods allow customers to learn of your event by mail, newspaper, radio which can reach them anywhere they are (Higuera, V.). New methods make customers going online to find your event to which you have to use traditional methods to reach customers (Higuera, V.). Traditionally marketing strategies were no different between keeping existing customers and attracting new ones (Traditional vs. Social Media Marketing). The best thing that could be done was to provide a great experience and hope they come back and bring people with them (Traditional vs. Social Media Marketing). Now, social media can help you reach to existing customers, remind them to come back, and share as easy as pressing a “like” button (Traditional vs. Social Media Marketing).
Henderson (2010) defines social media is defined at “collaborative online applications and technologies that enable participation, connectivity, user-generated content, sharing of information, and collaboration amongst a community of users”. Social networking allows people to share information and create a community of friends (Karic, D.). Blog websites are written by a person to provide information about a topic to the world and to create an active way of communication to readers (Karic, D.). Video and photo sharing like YouTube making access to view videos and photos, and post comments more simple (Karic, D.). Marketing through social media, including Facebook, Twitter and YouTube, are free which makes this type of advertising very attainable. These sites allow people with similar likes to connect and talk about various events. The followers can then access information about the event, share stories, post pictures, while providing feed back for the event planners. Advantages
One of the best advantages of social media is that it is free. Most social media outlets are free for you and for your followers and potential followers. Engaging your audience is only takes a marketer’s time (Hearn, S.). Social media outlets allow you, as a marketer, to find out trends and what your average customer thinks (Hearn, S.). Researching what your typical customer is thinking can allow you to cater to their needs and expectations. These types of social media provide real insight into what they are thinking and talking about not just gimmicks and buzz (Hearn, S.). Having a connection between the event and followers is beneficial for receiving information about the thoughts that followers have on the event but also the relationship between followers and followers. The follower/follower relationship also allows information about your...
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Henderson, A., Bowley, R. (2010). "Authentic dialogue? The role of "friendship" in a social media recruitment campaign", Journal of Communication Management, 14(3): 237-257.
Higuera, V. (n.d.). Marketing. In Chron. Retrieved March 22, 2013, from http://smallbusiness.chron.com/advantages-disadvantages-traditional-marketing-25573.html#gsc.tab=0.
Robinson, K., Gottesman, R. (n.d.). The Emerging Risk of Social Media. In The Institute of Internal Auditors. Retrieved March 22, 2013, from http://www.theiia.org/chapters/pubdocs/56/The_Emerging_Risk_of_Social_Media_IIA.pdf.
Stroud, R. (2010). Reducing Social Media Risks. Baseline, (107), 13.
Traditional vs. Social Media Marketing (2011). In Social Media Quickstarter. Retrieved March 25, 2013, from http://www.socialquickstarter.com/content/7-traditional_vs_social_media_marketing.
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