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Section 1

Why use Social Media Data

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Page Title: Why Use Social Media Data

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Learning objective: Recognize that Events are still a new domain of research
Interactions: None.

The events industry is established

Expositions,
Sport marketing
Concert productions,
However, still new as an academic field of study and
a research topic ( Mair and Whitford 2013)

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Page Title: Why Use Social Media Data

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Learning objective: Identify the General topics in event management research

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Impact and evaluation studies including forecasting

assessing and evaluating economic and non economic
impact such as social development, community
structure, social capital, group and place identity
Motivation and perceptions of visitors and residents
Environmental studies. Sustainability and greening
Political studies. Power and politics relationships
between governments, event organizers and
communities
Management studies: Festival management, destination
management, stakeholders, marketing, CSR and
competition

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Page Title: Why Use Social Media Data

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Learning objective: Identify the General topics in event management research

Interactions: Library Search

Choose one of the Below topics

Impact and evaluation studies
Motivation and perceptions of visitors and residents
Environmental studies.
Political studies.
Management studies
Search the librarys site
Possible Search term Events Impact Festival Impact
Events Motivation etc
Review the list of results
Read the abstract from one of the papers
Does it fit the earlier descriptions?

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Page Title: Why Use Social Media Data

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Learning objective: Challenges of Event Management Research

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Most research based on single or a few cases, generally

within the same culture and environment as the
researcher. (Getz 2010)
Convenience Samples
Structural Equation Modelling
Few whole-population studies have been attempted in
the festivals and events sectors.
Little research on actual experiences
Few Cross-cultural comparisons of events or festivals

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Page Title: Why Use Social Media Data

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Learning objective: Challenges of Event Management Research

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Most research based on single or a few cases, generally

within the same culture and environment as the
researcher. (Getz 2010)
Convenience Samples
Structural Equation Modelling
Few whole-population studies have been attempted in
the festivals and events sectors.
Little research on actual experiences
Few Cross-cultural comparisons of festivals

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Page Title: Why Use Social Media Data

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Learning objective: Challenges of Event Management Research

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Why is this a problem?

Difficult to extend lessons learnt from one event to
others
Challenge for Academia
Challenge for Industry who are trying to use Events
research

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Page Title: Why Use Social Media Data

Learning objective: Social Media Platforms

Interactions: Links to each site

Timing:

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Page Title: Why Use Social Media Data

Learning objective: Past Applications of Social Media Data

Interactions: Links to example studies

Social Media data has been used to research

Purchases
Illness
Impact of Natural Disasters
Stock market
Politics
Why not events?

Timing:

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Page Title: Why Use Social Media Data

Learning objective: Data in Social Networks

Interactions: Twitter Search

Go to Twitter. Com
Create an account if you do not have one
Look at a few tweets
They should look something like THIS:

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Page Title: Why Use Social Media Data

Learning objective: Data in Social Networks

Interactions: None

However Twitter has FAR more data

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Page Title: Why Use Social Media Data

Learning objective: Data in Social Networks

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However Tweets have FAR more data

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Page Title: Why Use Social Media Data

Learning objective: Data in Social Networks

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However Tweets have FAR more data

Timing:

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Page Title: Why Use Social Media Data

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Learning objective: Data in Social Networks

Interactions: Discussion Question

Can we use data from twitter to do research in any

of the following areas?
Impact and evaluation studies
Motivation and perceptions of visitors and
residents
Environmental studies.
Political studies.
Management studies
How?