A report from Constant Contact found that 77 percent of event planners and other organizations in the hospitality industry are using social media marketing.

Event planners and other organizations hosting and running events have aggressively adopted social media marketing, with 77 percent saying they use the channel to garner interest in their events, according to a report from Constant Contact.

Moreover, 14 percent of those not currently using Facebook, Twitter or another platform plan to implement social in the coming months. Other elements of integrated marketing campaigns likely to see improvements in 2012 are email marketing and website marketing, including digital content updates, the survey found.

Leveraging content marketing can help event planners boost the SEO of their website, driving SERP presence and appealing to more users.

According to Constant Contact, 46 percent of respondents have defined their social media marketing strategy more effectively for 2012. As businesses grow more comfortable with social and reliant upon the channel for new leads, their campaigns will become more formalized. In general, growing use of new media marketing is leading to more effective use of the web.

“Event marketing has evolved. It’s no longer just direct mail invitations, phone calls and simply hoping that people will come,” Chris Litster, vice president and general manager of event marketing for Constant Contact, said in a release. “Now, it’s social media conversations, real-time communication and online video – true engagement across platforms to create a holistic event experience from start to finish.”

With the constant evolution of social media marketing campaigns among event planners and those in other industries, leveraging new platforms is especially important. Brafton recently reported that there were more than 2.7 billion +1s in December 2011, further signaling the growth of Google+.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.