| 4.2 Assessment of effectiveness of social media tools used to achieve stated objectives
In this part the assessment of the effectiveness of social media tools by PACs are presented. On a scale
from 1 (not effective at all) to 5 (very effective) the marketing professionals of the PACs rated the
effectiveness of the social media tools used to achieve a list of marketing objectives.
4.2.1 Promotion services of the open concert venues using social media tools
Figure 3 shows the effectiveness rate of social media tools to promote services/ticketing/programming
of the PACs. The number of respondents who took part in the assessment of each social media tool is
presented in the Table 1. Only Facebook and Twitter were assessed by respondents as effective social media
tools used to promote events with the average scores of 4.3 and 4.0 accordingly. Blogs, YouTube, MySpace,
Flicker, Social Bookmarking and LinkedIn were asseessed by the respondents as less effective and received
the average score ranged from 2.8 to 1.9.
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Figure 3:
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