This document discusses how social media and events are interconnected. It is authored by Scott Niesen, who has over 20 years of experience managing corporate communications and marketing. He discusses how event attendance has declined in recent years but maintaining customer intimacy through events can still provide value. The document also provides tips on how to use social media to build engagement before, during and after events. This includes connecting with attendees, hosting conversations and extending the event experience online. Metrics are suggested to measure the impact of social media strategies on events.