Your event has begun and your attendees can't seem to share enough about it on Twitter, Facebook, Instagram, Google+ and even Vine. They are posting pictures, conference tweeting, conversing and even arranging their own meet-ups with the help of your event hashtag. Brand advocates are also there, taking the lead in the social media sharing and expanding your reach exponentially in the process. Everyone attributes the new event social media engagement to the increased popularity of these new platforms. But you know different. You know that the time you spent in preparation enabled this to happen. Now that your event has begun, you can sit back and watch as your work bears fruit.