Organizers have been using social media platforms like Twitter, Facebook, LinkedIn and Instagram to promote their events for years.
In that time, social media changes have emerged on a regular basis – not just an evolution in the number of people using social media worldwide but also in rollouts of new features, sharing capabilities and security and integration settings.
Twitter famously increased the number of characters a user could put into a tweet from 140 to 280, a change widely met with approval from the Twittersphere.
At the recent F8 Developer Conference, Facebook unveiled a slew of updates, many centered on promoting group-based communications and connecting with close family and friends.
Also recently, LinkedIn rolled out a new API. (API is the acronym for Application Programming Interface, which is a software intermediary that allows two applications to talk to each other). The change impacted the way attendees can refer events to colleagues on Gleanin Connect so naturally, we were interested.
When it comes to using social media platforms for promoting events, it’s important for event technology providers to both stay abreast of the changes and adjust as needed. Just as critical for event organizers is to recognize the strengths and vulnerabilities of technology providers offering services that leverage social media platforms.
Event platforms dependent upon a single social media platform, such as Facebook are vulnerable. In many ways, it’s like building a house on property owned by someone else. For example, a chatbot that only works on Facebook Messenger runs the risk of going down overnight should Facebook decide it doesn’t want to support chatbots anymore.
Solutions dependent on multiple social media platforms are less vulnerable because unless all the platforms are owned by the same company, it’s unlikely that all of them (Facebook, Twitter and LinkedIn) will roll out modifications or API updates at the same time.
The strongest position to be in for an event technology developer is to make multiple social media platforms available but to avoid being dependent on any of them. Gleanin Connect provides attendees with a number of ways to generate new registrations for an event, with social media as just one option.
Event technology providers that work around the social media hurdles (versus eliminating a feature to which users have become accustomed) demonstrate staying power. They do so by staying true to the ultimate value proposition of their solutions while providing intuitive paths to which users can transition.
Social media companies aren’t the only companies making changes. Apple threw organizers into a panic a few years ago when it announced it would no longer allow mobile event apps into its store (they changed their minds a short time later). And, not every change to social media platforms is negative. Some updates actually add to the effectiveness of third-party technology. The attribute that event organizers should be looking for in their event technology partners is adaptability.
Because social media platforms will continue to evolve according to users’ shifting desires for more privacy and authentic connections, it’s critical for event technology companies to build flexible roadmaps. It’s even more important for organizers to have frequent discussions with their technology partners about the updates platforms make and how the partners will respond.
As Gleanin is committed to making it easy for anyone and everyone to authentically advocate for an event and drive new referrals/attendee registrations via email, WhatsApp, Facebook, LinkedIn, Twitter and other social media platforms, we are prepared to anticipate changes and course correct as needed.
Schedule a demo to learn more about how event attendees use Gleanin Connect to advocate for an event. We’ll also be happy to recount how we responded to the most recent LinkedIn API update.
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