The research, which was carried out in late 2014 by social engagement agency Freeman XP and the Event Marketing Institute, also showed that the majority (37%) of marketing professionals believe Facebook to be the most effective channel for the entire event timeline. Twitter was rated second at 36%.
LinkedIn was considered an effective amplification tool pre-event, while Instagram was regarded as important during. After an event, was voted the second most effective social media platform after Facebook.
The research also demonstrated that the majority of marketing professionals believe the amplification of event content on social media to be a top priority. It found that 97% of respondents expect to increase or maintain their spend levels on social campaigns in the next budget cycle.
Despite 70% of marketers ranking social marketing related to event campaigns as 'extremely important' or 'very important', only 37% of respondents said they believe their strategies to be 'effective' or 'very effective' in generating viral impact. Furthermore, only 23% said they are currently using social media during events to reach remote or non-attendees and industry members.
Kevin Ritch, senior director for member services at the Event Marketing Institute, said: "The research confirms that face-to-face marketing is one of the most powerful ways to amplify connections between brands and customers. It’s just another reason that event and experiential marketing is growing as quickly as it is."
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