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Exploring the Social Impact of Events on Social Media Communities
- 1. Festival Impact Monitor Exploring the Social Impact of Events on Social Media Communities: An Iconic Case Study: Glastonbury Music Festival 2013 (26th – 30th June)
- 2. Social Event Impacts Social impacts are commonly associated with the local community They are hard to measure / quantify Expensive to conduct research Becoming more popular… Building community resources Social cohesiveness Celebration How events generate social capital (Stone 2011)
- 3. Online Social Revolution Globalisation of social interactions through the web Creation of ‘communities’ without clear demographic or geographical commonalities International social interactions and flows directly linked to events from all around the world Twitter user #1 Twitter User #9 Twitter user #2
- 4. Wider Community Impacts Wider communities impact focuses on benefits to tourism and destination image But to what degree does social impact extend across the online platform? Event consumers Local Community Wider community
- 5. Stakeholder Classification: Power Interest High High Low Low Online Micro-blogging Community
- 6. Online Communities They have the potential to be impacted by, and/or have impact on the event and it’s organisers The FIFA World Cup Notting Hill Carnival Glastonbury Music Festival Social Change However no specific research exists on microbloggers as peripheral events stakeholders Need to address the propensity for events to be a catalyst for change
- 7. Twitter & Microblogging Sites Limited academic knowledge around dynamics of Twitter and other Microblogging sites Focused on Twitter as a marketing platform Overlooked potential as catalyst for social change
- 8. Aims and Objectives AIM: To develop an understanding of the social impact of festivals on online social media communities and networks To understand the mechanisims of how social messages are distributed /propagated in event-based social media discussions To establish topics and issues that are shared in event-based social media discussions To discover whether a disparity exists between the actual and potential usage of social media for social reform To make recommendations for events organisers regarding their approach to realising the potential of social media for social reform
- 9. Case Study: Glastonbury The Glastonbury Festival aims to encourage and stimulate youth culture from around the world in all its forms, including pop music, dance music, jazz, folk music, fringe theatre, drama, mime, circus, cinema, poetry and all the creative forms of art and design, including painting, sculpture and textile art. A large area of the Festival (the "green" area) is set aside for complementary and alternative medicine, demonstrations and displays of environmentally-friendly technologies and techniques, various forms of religious expression, and a forum for debating environmental, social and moral issues. The Festival organises market places, selling an enormous range of wares, and which place particular emphasis on offering high quality prepared food and hand-made goods, including clothes and jewellery. The company makes films and recordings of the event, which are sold all over the world. In addition to all of this, the company actively pursues the objective of making a profit. And in so doing is able not only to make improvements to the site, but also to distribute large amounts of money to Greenpeace, Oxfam, Water Aid and other humanitarian causes which enhance the fabric of our society. In the running of the event the Festival deliberately employs the services of these organisations, increasing the amounts they can raise towards their objectives.
- 10. Research Methods - Mixed Extrapolate the non-local data into groups using NodeXL Run content analysis on text to find keywords relating to social issues – ‘What are they talking about?’ Identify important members based on ‘betweenness centrality’ – ‘Who is doing the talking?’ Tweets Topic Groups
- 11. Findings… Limited use of Glastonbury as a catalyst for raising of social issue on twitter Strongest ‘ripples’ made when issues are promoted by artists
- 12. Recommendations… Event organisers should consider the balance of risk / reward… Risk of damage to brand reputation Propensity for significant reward
- 13. …Thank you…
Notas del editor
- Social networking sites allow for the globalisation of social interactions through the web and the creation of ‘communities’ without clear demographic or, more critically, geographical commonalities. With the emergence of online social platforms transcending the physical and locational parameters of previous decades, we can now see international social interactions and flows directly linked to events from all around the world. building community resources – such resources include: skills and knowledge, social links between community groups, networks, volunteer groups, and so on. • social cohesiveness – events provide the opportunity for community members to unite, for diverse ethnic groups to share experiences and world views, and to give voice to a common social purpose. • celebration – collective participation in a celebratory event may generate a sense of community spirit, togetherness and goodwill.
- The authors of stakeholder classification in the events spectrum have however overlooked the importance of this stakeholder group; and this research aims to explore the gap left here in the literature.
- Methodology/Approach: A mixed-methods approach was adopted, in which social network analysis, word frequency analysis and context analysis were combined to supplement quantitative filtering techniques with qualitative analysis of the relevant data. An interpretive approach to knowledge was adopted given the social nature of the data and study purpose.
- Findings: The findings exposed a significant disparity between the literature’s implied potential of social media as a catalyst for social change, and the existence of actual social impacts occurring within the social media domain. The research concluded that geographic location does not affect the nature of social impacts within social media networks. However, adoption of socially motivated conversations increases with celebrity endorsement.