'Event planning 2.0' does not mean you refrain from contacting speakers, participants and service providers by telephone, post and/or email – nor should you fail to design conventional websites or to organise ancillary activities. However, it would be unwise to ignore interactive elements that bring an event to life on the internet.
There are numerous components, such as Twitter feeds, posts on networks, entries on blogs, forums and wikis, plus downloadable photos, accompanying documents, podcasts and videos on demand – on your own web portal or on networks such as Facebook and XING etc. They need to be selected with care and closely managed.
For this reason, do not underestimate the amount of time and staff costs needed for social media. Any user in any location can easily generate new content, make comments to third parties or share content at any time. You need to be constantly alert to ensure that your own event messages are actually passed on in the way you intended.
New possibilities for planning and running events as well as new distribution channels mean that a social media policy and a Web 2.0 strategy should now be a standard part of communicative event support. Tip: Make use of experts because this area has its own ground rules. There may be experts in your press office, otherwise consider setting up projects.