Study: Social media central to event marketing

Waltham, Mass.—Social media marketing has become a critical tool for small businesses and nonprofit organizations planning events, according to a study by email service provider Constant Contact.

According to Constant Conctact's online poll of 474 small businesses and nonprofit organizations, conducted in October, 77% use social media to market their events, with an additional 14% planning to do so this year. Also, 65% said social media helps to gather feedback from past event attendees.

The most popular social channel cited was Facebook, used by 89% of poll respondents, followed by Twitter (66%) and LinkedIn (54%).