Events are about people. Social networking using social media is about people. Just think about what could happen when you effectively bring the two together.

ASAE did it. And you can, too, but there are some basic things to consider before getting started.

1. When using established networks, don't focus only on the big ones.

There are a lot of seminars out there teaching social networking, but I notice that a lot of them preach the benefits of Facebook, LinkedIn, Myspace, and other mega-networking sites and ignore the small, niche networks.

If the organization or industry you're planning for already has a strong presence on one of these sites, it could work great. If not, you'll want to seek out niche networks. Niche networks are all over the place. You probably even belong to one yourself (we have a great event management group), whether you know it or not. These sites are extremely valuable because they allow you to interact with and learn from your market.

A word of warning: don't use a network just to promote your event. Networks are quick to ignore people who are using them for marketing only. If you are interested only in the marketing power of the network, don't pose as a community member--instead, contact the site administrator to ask about sponsorship.

2. Effective social networking goes far beyond networking sites.

Social networking sites are just one piece of the puzzle. Effective social networking depends on a wide-ranging portfolio of online activity. Your blog, Twitter, Flickr, Seesmic, and more may play roles depending on the nature of your event.

3. Don't talk at people.

When marketing and promoting, it is tempting to do all the talking. That is how it was done for years. Social networking is different. The goal is to build relationships with people and let them do most of the talking for you.

4. Remember that social networking can do more than help you promote your event--it can also create a better attendee experience.

As travel costs soar, it is taking more and more to convince potential attendees that your event is the one they should blow their budget on. Social networking can be used to make your event more worthwhile in two main ways. First, the more you learn from your market, the easier it is to tailor an event to them. Second, offering social networking opportunities specially tailored to attendees (as ASAE did) allows attendees to make--and keep--more connections with other attendees.

5. Consider hiring an expert.

Maintaining a presence in social media is a lot of work if you want to do it right and preserve the integrity of your brand. This is why more and more organizations are hiring employees or consultants to handle it. Be honest with yourself about your ability to do this right--it is too important to wing it.