Social media tools’ usage is widespread among open concert venues. Almost all respondents (95.7%)
use at least one social media tool. Figure 2 illustrates the responses of the survey regarding social media tool
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According to the results of the survey, Facebook is the most popular of the commercial social networks
among surveyed companies. Almost all respondents (96%) indicated they have an institutional Facebook
presence. More than half of the respondents maintain a presence on Twitter and MySpace.
The rest of the tools are not widely used by the majority of the respondents. Tools such as Youtube,
Blogs, Flickr, Social Bookmarking, LinkedIn and Forums are used by less than one-third of the respondents.
Fewer than 5% of the respondents use other social media tools. For example, in the open-ended questions
one respondent indicated that its official website hosts video clips as YouTube does. One respondent
comments that they “add these tools enabling others to share our content virtually anywhere.”
According to the response of one marketing manager in the open-ended question, traditional ads are
placed within other social network websites. Hence, some of the venues utilize social media tools as the
platforms to place traditional direct ads.
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