Hilton Australasia’s regional e-commerce manager has re-iterated the benefits of social media for business events, but stressed its use is “not to be taken lightly”.
In a wide-reaching interview, Laura Bogunia pointed to a range of social media benefits, including the power to attract and engage guests, reach larger audiences and improve overall brand exposure.
Noting that the business events sector was moving strongly towards online channels, Bogunia stressed the need to engage with social media. However, she warned that a targeted strategy was “critical” to deliver results.
“Firms wanting to remain relevant need to move with social media, but a strategy needs to be implemented to determine boundaries according to what your goals are,” she said.
She suggested Twitter and Facebook were useful tools to promote discussion in the events community, and pointed to LinkedIn and YouTube as effective channels to network and share information about events.
However, Bogunia warned that a committed approach was essential if firms were to see any success.
“Social media channels are hugely important to event managers,” she said. “It is not something to be taken lightly, and people with the right skills need to be brought in to do the job correctly.”
Bogunia suggested social media should be driven by management and social media experts, and not handed to younger staff with the assumption they are more connected with its use.
“It should be left up to those who have been trained in its use, and not based on someone’s age,” she said.
Regardless of how social media is managed, Bogunia said not engaging with it is ultimately the worst outcome.
“If businesses choose not to do social media, they will lag behind their competitors and miss out the chance to create conversations and awareness. They will also miss out on additional revenue from missed opportunities,” she concluded.
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