Event organizers should use social media marketing as a promotional tool, an advertizing expert suggests.

Heidi Cohen, the president of Riverside Marketing Strategies, makes her comments to the ClickZ Network, noting event managers can have a difficult time finding the best way to promote their occasion.

This has been exacerbated by the current credit crunch, which is causing companies to cut back on their spending, meaning fewer people are sent to conferences, she continues.

However, social media marketing can expand the "universe of prospective attendees", so marketers must attract them by sharing interesting content, Ms Cohen urges.

She adds: "Social media can help build interest with video, podcast, and blog interviews, as well as social communities."

Earlier this year, Tim Gibbon, co-founder and editor of global resource the Social Media Portal, recently argued that whatever the size of a business, it needs to use social media to create long-term relationships with clients.

He argued certain industries now rely on such networking opportunities to drive sales.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.