An analysis of the impact of social media on event organisations in Ireland

Abstract

Social Media is an emerging medium with many organisations turning to it to advertise the business. Marketers all over the world have noted significant changes with the introduction of digital technologies. The use of these free marketing mediums has greatly impacted on the way organisations advertise their products or services, especially during the economic uncertainty. From provisional research in the area, it was clear that there was an absence of information relating to the impact on event organisations in Ireland. The aim of the study was then developed to analyse the effectiveness of social media on event organisations and delve into the rationale behind the implementation of the social media plan. The research was conducted through the use of primary and secondary research. Firstly, secondary research was executed in the form of a literature review. As the area of social media is very recent, much of the research was located through online journals, articles reports and recently published books. The results of the initial critical review of the literature where utilised further in order to garner primary data. Surveys were distributed to event organisation across the country through email and two interviews were conducted with event professionals to acquire their opinions and experiences of social media in business. It was found that social media has impacted immensely on event organisations in Ireland more so than other businesses as it allows the company to target specific demographics and provides a medium to display their professional work.