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Social media is a natural fit for nearly every facet of event planning but, all too often, an ad-hoc approach reduces its effectiveness. A sound strategy for managing all social media activity increases attendance, enhances the conference experience for delegates, and improves the overall return on the event. Incorporating a case study from a major USA conference, this presentation addresses the need for a comprehensive social media strategy using several different tools including LinkedIn, Facebook and Twitter. Designed for people with experience in social networking, the session will include practical advice, hints, tips and traps to help you manage your next conference from promotion right through to wrap-up.