Not so social media: Twitter use in the conference sector

This research forms part of a larger project funded by Meeting Professionals International (MPI) focusing on the future of business events . In this paper we investigate the motivations for social media use within a professional event context. Twitter was tracked before during and after seven conferences and from this the top tweeters and organisers were identified. Fifteen interviews were conducted into both the organisational strategy and individual motivations for tweeting and were analysed alongside interviews with five social media experts. The research highlights several potential areas of conflict. Social media use tends to focus on broadcasting information rather than encouraging dialogue. People only tweet if they gain personal or individual professional value from doing so and event organisers need a deeper understanding of what that value is. Monitoring social media to gain customer insights and develop a more responsive customer service strategy is not yet happening although it is recognised as a necessity. The silent majority (passives) need to be better understood and catered for through social media use. Overall this sector, which successfully creates social interactions offline appears to be failing to do so online. A more strategic and resourced approach to social media is needed if its potential is to be achieved.