How Social Media is Transforming Events Marketing Management Essay Example for Free

How neighborly Media is Transforming Events trade Management EssayIt is believed that mixer media began prior to the evolution of the mesh. The telephone was the first tool of friendly media that gave peck the chance to fondize and cockle information. However, at the turn of twentieth century, online communication became popular among discordant classs of society. People began to get into virtual communication with the enjoyment of cellular phones and computers. Social networking became popular because it was a locale to draw people towards one another. This was also very universal and its popularity was not limited to a certain(prenominal) age group. Amazingly, brotherly networking and genial media become part of mainstream culture and the origin world (History). It was notice that social media became very valuable not only in socializing and information gathering except also in moving in where there has been greater dependence on the use of internet in prom oting and market of products and/or services. Social media has provided the modern world with easy access to information, socialization and entertainment in the fastest way possible through the advancement of technology.Interestingly, the networks vex become highly interactional and easy that point a neophyte could easily learn to operate it in a short pointedness of time. Social media has transformed into a powerful means of communication exploitation numerous gadgets which curb caught the hobby of a larger number of people, the telephone circuit practitioners take advantage of it to broaden the scope of their market. Truly, with the emergence of social media where people cig bette communicate interactively with one another regardless of distance, business has been given a fussy place and opportunity to advertise or promote their business to a much bigger populace. salutary-nigh authors have recognised the definition of social media provided by Wikipedia as the init ial source of information nigh it. Gradually, different definitions have been formulated to increase peoples awareness 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, know leadge, and opinions using conversational media (2009 6).On the other hand, Evans has an grow 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 beam mechanism to a umpteen-to-many model, rooted in conversations between authors, people, and peers (2008 33). The author sleep withd various forms of communication use in social media such as internet forums, message boards, weblogs, wikis, podcasts, picture and video (2008 33).Later on, it expanded to include blogs, picture-sharing, blogs, wall-postings, email, instant messaging, music-sharing, group creat ion and voice over IP. Social media has a vast authority as a channel through which promotional activities volition be forwarded to its users. Social medias curious features make it very usable and functional in marketing resultant roles. Evans stated that it is fundamentally different from tralatitious media (2008 33) known as newspaper, television, books, and radio. Social media is interactive media.This is one advantage of social media over traditional media. new(prenominal) advantages include (1) it has different social online channels, (2) it changes over time, and (3) it is participative. The power to solve the auditory modality is what makes social media appealing to business practitioners. Social media is real. Existing right in front of the computer communicating genuinely in a personal way to the customer slightly a product is very advantageous for those who are using social media in marketing or in public relation campaign.Given the real constitution of social m edia, cause marketing has come to its new shape. At the same time, detail marketing has begun to use the services of social media in marketing and promotion. Though at some point, they cater to similar interests that is, man-to-man fundamental interaction and the mesh of people with the companys representatives. Pomer, on the issue of integrating event marketing and social media, described event marketing as a strategy which focuses on face-to-face interaction by attending, sponsoring and speaking at trade shows, industry meet-ups, etc (par. ). Bowdin, Allen and OToole described strategic 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 come across 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 information and communication, has tran sformed event marketing into a more meaningful and highly strategic promotional activity.In Bulmers denomination on the shock absorber of social media on business, he stated that the trend immediately is to build a network or use social media to deepen customer intimacy (par. 1). Social media has been used these years without acknowledging this fact as Bulmer put it. He emphasized that, the ability of social media to change behavior and to fix a professionals decision-making processes is the real essence of success in using this in business. Practically, social medias approach in dealings with the audience in a genuine and an interactive musical mode somehow influences the approaches of event management to its customers.Event marketing management therefore becomes bidelier, 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 inte ractive (2004 50). It means that regardless of culture, different societies celebrate in diverse ways, from the ancient period to the modern times, from a traditional way to a technological way it makes no difference as long as events involve people and rejoicing or activities.Shaping event management following the principles behind social media will help draw a lot of people to the message because there is interaction and flip-flop of communication. Secondly, various events such as festivities, wedding, etc. serve to strengthen social bonds as well as to spread enjoyment around (Shone Parry, 2004 51). Peoples primary intention for celebrating events publicly is to satisfy their hunger for socialization and enjoyment. Thus, involving the company in events in such a way that they express inner contentment for socialization and enjoyment tooshie make events management very successful.Shone and Parry stressed that without the social click that event often give, the feeling of i solation in society can be great (2004 51). Hence, event management must 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 noted how businesses nowadays acknowledge social media as an effective mechanism for reaching a target market (2009 57).He even emphasized that myopic attitude that a business executive has on social media will 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 terms of acceptable approaches in dealing with the community.The companys marketing arm learns to be transparent, forthcoming, honest and sincere in everything they present to begin with their audience. It is different from traditional marketing wherein its objective is purely making people buy or frequent 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 mind of marketing managers the idea of utilizing social media in their promotional activities. The Twitter, Facebook, Flickr, Youtube, and many other social networking channels have been utilized for the purpose of marketing. The peachy news for marketing managers is that it is free. From the explore findings presented by Bulmer in his article, he mentioned several impacts that social media has on business which helped transform event marketing to social media marketing.With such, he recognize d the following findings (1) decision making in the business world today is more 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 significantly increased in three years and (6) many professionals collaborate well outside preferably using social media sites than within the organizational 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 people for personal use primarily for communication purposes. Eventually, this became a goo d tool 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 social media, the way people do the business has transformed into social gross sales because people believe in the power of online communication in mobilizing sales teams by building 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, deepen ability to capture passive interest and conduct rapid testing and iteration on campaigns, social community engagement, 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 parenthesis 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 almost free, for a service that values relationships. Brands are being reinforced through a good content using the internet platform. Thus, it is simpler and appealing to consumers.Few, yet highly happy staff, who can work in an enjoyable work envi ronment 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 impossible to usher 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 bridge connecting to the companys website thus increasing the chance of the customer browsing 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. fortify with this information, social media has evolved from purely socialization and enjoyment to something highly beneficial to businesses . For this reason, there is no doubt for business executives to resort to using social media in one of the tools in marketing an event.ConclusionSocial media has begun be without clear importance rather 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 public 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 discovery 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. However, any business executive who wants to use its service must understand how it serves the public. Its special features that draw peop le together from all walks of life 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.