An event — be it a networking gathering, open house, fundraiser, or class — is by nature a social affair, so it makes perfect sense that social media would be a fantastic tool to help plan, promote, and build excitement.

But is it?

With all of the other tasks associated with running a business, how many small businesses and organizations are finding the time to use social media to promote their events? How important is it? Are they integrating it with other promotional activities, such as email marketing? Is it working?

We decided to find out.

This week, we published an eBook that summarizes the findings from a survey we recently conducted. We surveyed our Event Marketing customers, and 474 responded, representing business-to-business, business-to-consumer, and nonprofit organizations.

We learned a lot about their use of social media, including:

  • 77% are currently using social media to market their events, and another 14% are planning to do so in the next year
  • 74% of those using social media to promote their events think its effective
  • Facebookis the most popular form of social media; of those using it to market their events, 89% report using Facebook, followed by Twitter (66%) and LinkedIn (54%).
  • Reliance on Twitter and LinkedIn appears to be growing. Eight percent plan to start using Facebook to promote events within the next year, while 13% plan to use Twitter and 20% plan to use LinkedIn.
  • On average, 2.1 hours per week are dedicated to interacting on social networks on behalf of their business or organization and its events
  • 46% have a social media plan. 34% don’t have one but plan to create one.
  • 30% use social monitoring tools like Google Analytics and SproutSocial

Small businesses and organizations want to get as many people as possible interested in their events, and they’ve clearly realized that social media is a perfect complement for spreading the word to their core base of customers, members, and beyond.

The combination of social media with other event marketing platforms can be powerful, and today’s tools make it easier than ever to integrate them.

The end result: increased event attendance, deeper relationships with customers and members, and a greater return on investment from their events.

To learn more, download our free eBook, The State of Event Marketing: Getting social with small business get-togethers.

How much time do you spend each week using social media? Are you integrating social media with other marketing tools? Share your thoughts with us in the comments section below, and get more insights by “Liking” the Event Marketing Page on Facebook.