A Study Evaluating the Effectiveness of Social Media as a Marketing Tool for Events: Case Study of Shrewsbury Folk Festival

Abstract

This research evaluated the effectiveness of social media as a marketing tool for events, using Shrewsbury Folk Festival as a case study. This was achieved by using two research methods: quantitative and qualitative. The first research method was qualitative and took the form of a questionnaire which was distributed to the customers of Shrewsbury Folk Festival through their Facebook page. This asked questions about their general use of social media, their use of social media at the festival and if they feel that the use of social media can enhance their festival experience. The other research method was qualitative and took the form of a semi-structured interview with the PR and Communications Director of Shrewsbury Folk Festival. This asked questions about how the festival uses social media, how they think it impacts on the event experience and what social media sites they use and why. This study highlights how effective the use of social media marketing can be and how it has changed the way that Shrewsbury Folk Festival advertises.