How Social Media is Transforming Events Marketing Management Essay

It is believed that loving media began prior to the evolution of the profits. The telephone was the first shaft of light of kindly media that gave people the chance to cordialize and gather development. However, at the turn of twentieth century, online converse became ordinary among various groups of society. People began to get into virtual communication with the use of cellular phones and computers. favorable networking became popular because it was a venue to draw people towards one another. This was in like manner very universal and its popularity was not limited to a certain age group.Amazingly, societal networking and sociable media become part of mainstream culture and the business atomic number 18a ( biography). It was observed that kind media became very valuable not barely in accessibleizing and schooling aggregation but also in business where there has been undischargeder dependence on the use of internet in promoting and market of products and/or servi ces. friendly media has provided the new-fangled world with easy access to information, kindization and pastime in the fastest way possible through the advancement of technology.Interestingly, the networks extradite become extremely synergistic and user-friendly that even a neophyte could easily learn to operate it in a pithy period of time. hearty media has transform into a powerful means of communication using numerous gadgets which have caught the interest of a larger number of people, the business practitioners take advantage of it to broaden the scope of their market. Truly, with the emersion of social media where people sack communicate interactively with one another regardless of distance, business has been given a special place and opportunity to advertise or promote their business to a much larger populace.Most authors have recognized the definition of social media provided by Wikipedia as the initial source of information about it. Gradually, antithetical de finitions have been formulated to increase peoples aw atomic number 18ness of its definition. Safko and Brake mentioned that social media refers to activities, practices, and doingss among communities of people who gather online to share information, knowledge, and opinions using 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 more-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, 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 creation and voice over IP. Social media ha s a big potential as a channel through which promotional activities leave be forwarded to its users. Social medias unique features make it very usable and functional in market proceedss. Evans stated that it is fundamentally different from handed-down 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. Other advantages include (1) it has different social online channels, (2) it changes over time, and (3) it is participative. The power to influence the audience is what makes social media sympathetic to business practitioners. Social media is authoritative. Existing right in front of the computer communicating genuinely in a personal way to the customer about a product is very advantageous for those who are using social media in merchandising or in public relation campaign.Given the real nature of social media, guinea pig marketing has come to its new shape. At the sam e time, force marketing has begun to utilize the services of social media in marketing and promotion. Though at some point, they cater to confusable interests that is, individual interaction and the participation of people with the bon tons re attestatives. Pomer, on the issue of integrating result marketing and social media, described military issue marketing as a strategy which focuses on personal 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 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, beingness a vehicle of information and communication, has transformed event marketing into a more meaningful a nd highly strategic promotional activity.In Bulmers article on the impact of social media on business, he stated that the trend today is to defecate a network or use social media to deepen customer intimacy (par. 1). Social media has been use 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 audience 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 mixed and interactive (2004 50). It means that regardless of culture, different societies ce lebrate in diverse ways, from the ancient period to the modern times, from a traditional way to a technological way it makes no difference as abundant as events involve people and celebration or activities.Shaping event management following the principles basis social media will 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 easily as to spread enjoyment around (Shone & Parry, 2004 51). Peoples primary intention for celebrating events publicly is to pay off their longing for socialization and enjoyment. Thus, involving the familiarity in events in such a way that they express cozy satisfaction for socialization and enjoyment can make events management very successful.Shone and Parry stressed that without the social contact that event often give, the feeling of isolation in society can be great (2004 51). Hence, event management m ust 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 today acknowledge social media as an effective mechanism for reaching a target market (2009 57).He even emphasized that myopic attitude that a business decision maker 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 call of acceptable approaches in dealing with the community.The companys marketing arm learns to be transparent, forthcoming, honest and sincere in everything they present before their audienc e. It is different from traditional marketing wherein its objective is purely making people buy 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 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 good news for marketing managers is that it is free. From the research 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 recognized the following findings (1) decision making in the business world today is m ore 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 assemble well outside preferably using social media sites than within the organizational intranet (Bulmer).Hence, there is widespread course credit 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 good scratch to interact, send greetings, and share information to friends. Mo st importantly, it had become a powerful operator recognized to support the marketing arm of any business.Through 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 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, enhanced 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 base 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 view s, 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 compete 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 built through a good content using the internet platform. Thus, it is simpler and appealing to consumers.Few, yet 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 unrealizable to establish using advertisements and other promotional activities. Besides, all types of people can make use of it exchangeable 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. learnedness is considered as one of the benefits of social media. Not only do the internet users learn but companies also learn. Armed with this information, social media has evolved from purely socialization and enjoyment to something highly beneficial to businesses. For this reason, there is no suspect for business executives to resor t to using social media in one of the tools in marketing an event.ConclusionSocial media has begun existing 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 general public but also among business groups locally and internationally. Indeed, the ability of the social media to satisfy the users with its personalised 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 people together from all walks of living 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.