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

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Bachelor Thesis from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1, 3, University of Applied Sciences Osnabrück (Faculty of Business Management and Social Sciences), course: Veranstaltungsmanagement/Bachelor Arbeit, language: English, abstract: This paper broaches the issue of the wise handling of Social Media. For that purpose, I firstly examine a few applications and present its services. To understand the user's handling, why they utilize digital platforms, I describe the development of media utilization. In the process, I demonstrate the advantages for the user and clarify the influential role evolving from these advantages. The Social Media phenomenon exactly describes this development of consumer behaviour by technological changes of digital media. Now, it is the company's mission to generate activities for customer loyalty and acquisition. Particularly in the event industry, Social Media is of great use for an organizer to have a wider influence over a prospective buyer due to the broad reach of Social Media. However, the application of Social Media has to be prepared and scheduled intensely, prior to canvassing new customers and establishing contact. It is important to set goals and research the company's social community to identify their interests and necessities and finally adapt the company's Social Media marketing. Nevertheless, face-to-face contact should not be neglected, but enriched and furthered by Social Media.