28 Apr 2015

There’s no denying that LinkedIn is a social media sensation with a twist – the professional aspect of the site means it is a good place for industry experts from almost any area to find out about others involved in the same line of business and create an online profile in a professional space. The same can be said for events professionals; with 347 million users, the site certainly has an audience that makes us at DB systems sit up and pay attention.However, in a recent article on the Event Manager Blog, it is noted that many events professionals are ignoring LinkedIn as a platform. Here are a few of the most eye-catching stats regarding the site: 40% of the above mentioned 347 million users check the site daily, and 41% of worldwide millionaires are active on the site. But it isn’t just those high up in companies that use the site (or even those who own businesses outright) – 13% of all Millennials (15-34 year olds) also use it.

This means events professionals have a significant and wide-ranging audience on the site with whom they can share details of upcoming events. This audience will also inevitably contain old clients as well as prospective ones, enabling you to remind individuals who you may have already done businesses with that something new is coming up, or let them know about a new service on offer, for example.

This is very important as LinkedIn is the top social site for generating referrals to corporate websites. Content can be shared a number of ways on the site, including in a personal status update, on a business page or by posting in a group. It is noted in the article that for events professionals, sharing content in a group is one of the best ways to maximise their presence on the site.

New groups are created all the time for all sorts of niche subjects, so finding a group suited to a particular event’s target audience is relatively simple and a great way to conduct some market research before launching. There’s no shortage of groups for event professionals, on everything from logistics and specific event types to event technologies – if you’re new to events, check out some of the groups we belong to and maybe think about joining some of them, too.

Of course, as with any form of communication, etiquette on LinkedIn is very important, so professionals should only ever join relevant sites, share suitable, quality content and approach genuine prospective clients.

Do you use LinkedIn to promote your events or attendance at events to your customer base?  Do you use it to research and connect with potential new customers?  How effective do you find it?  What tips can you share on how to use it effectively for event marketing.

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