The Goal-Oriented Handling of Social Media in the Event Industry

Table of Contents

1. Introduction

1.1 Statement of the situation

1.2 Purpose

2. Basic information

2.1 Definition of Social Media

2.2 Terminology

3. Channels and Instruments of Web 2.0

3.1 Networking

3.1.1 Facebook

3.1.2 Xing

3.2 Contribution

3.2.1 Wikis

3.2.2 Flickr

3.3 Sharing

3.3.1 YouTube

3.3.2 Del.icio.us

3.4 Messaging

3.4.1 Twitter

3.4.2 Skype

3.5 Benefit of Social Media

4. The development of media utilization

4.1 The internet gives users a voice

4.2 The wisdom of crowds

5. The Social Media phenomenon

5.1 Target audience: Generation Social Media

5.2 The importance of giving

6. Application of Social Media in the context of events

6.1 Pre-Event

6.2 During the event

6.3 After the event

7. Strategies for Social Media performance

7.1 Setting goals for Social Media

7.2 Research the company's Social Community

7.3 Understand and listen to your audience

7.4 Formulate a strategy

7.5 Strategies and tactics – how to network

8. Beyond the borders of Social Media: face-to-face contact

8.1 Performance measurement

9. Conclusion

Objectives and Key Themes

This dissertation examines the implementation of Social Media as a strategic marketing instrument, specifically tailored to the requirements and opportunities of the event industry. It addresses how businesses can transition from traditional one-way communication to interactive dialogues by effectively utilizing Web 2.0 technologies, thereby building stronger relationships with their target audience.

• Analysis of Social Media channels and Web 2.0 instruments (Networking, Contribution, Sharing, Messaging).
• Investigation of the "groundswell" phenomenon and the shift toward user-generated content and collective intelligence.
• Strategic recommendations for Social Media usage throughout the event lifecycle (Pre-Event, During, and After).
• Methodologies for goal-setting, audience research, and continuous performance measurement in social networks.

Excerpt from the Book

Summary of Chapters

1. Introduction: Provides an overview of the rising importance of the internet and Social Media in modern marketing strategies.

2. Basic information: Defines core terminology and the shift from traditional communication to the Web 2.0 era.

3. Channels and Instruments of Web 2.0: Categorizes social tools into networking, contribution, sharing, and messaging, explaining their specific utilities.

4. The development of media utilization: Explores the historical development of online interaction and the emergence of user-driven content.

5. The Social Media phenomenon: Characterizes the "Generation Social Media" and emphasizes the necessity of a community-focused "giving" approach.

6. Application of Social Media in the context of events: Outlines specific procedural recommendations for marketing activities before, during, and after events.

7. Strategies for Social Media performance: Details the planning process, including goal setting, audience monitoring, and strategic formulation.

8. Beyond the borders of Social Media: face-to-face contact: Discusses the integration of online efforts with real-world interactions and methods for performance measurement.

9. Conclusion: Summarizes key findings and reiterates the necessity for companies to adapt to dialogue-oriented communication models.

Keywords

Social Media, Web 2.0, Event Industry, Marketing Strategy, Networking, User Generated Content, Groundswell, Online Community, Facebook, Twitter, Branding, Performance Measurement, Communication, Prosumer, Customer Relationship

Frequently Asked Questions

What is the primary focus of this dissertation?

The work explores how companies can utilize Social Media as a goal-oriented marketing instrument, with a specific focus on the needs and dynamics of the event industry.

What are the central themes covered in the book?

Key themes include the classification of Web 2.0 tools, the transformation of consumer behavior into "prosumers," the importance of dialogue-based marketing, and strategies for managing online and offline event communication.

What is the main research question or goal?

The goal is to provide a comprehensive recommendation for action, outlining how organizations can effectively integrate Social Media into their marketing mix to build and maintain strong customer relationships.

Which scientific methods or approaches are used?

The author synthesizes current theories of marketing and digital communication, drawing on industry studies, expert statements, and logical analysis of existing social platform functionalities.

What topics are discussed in the main part of the work?

The main part covers definitions, detailed breakdowns of Social Media channels, the influence of the "wisdom of crowds," strategic planning processes, and specific methodologies for performance measurement.

Which keywords best characterize this work?

The work is defined by terms such as Social Media, Web 2.0, Marketing Strategy, Event Management, User Generated Content, and Performance Measurement.

How does the author define the role of "Prosumers"?

The author describes them as individuals who combine the roles of consumer and producer, utilizing Social Media to actively inform themselves and participate in content creation rather than passively receiving advertising.

What recommendation does the author give for "Post-Event" activities?

The author advises maintaining the conversation by organizing event-related content chronologically, providing summaries of outcomes, and leveraging platforms like YouTube for follow-up engagement to keep the event relevant in the attendees' minds.