51
Table 7:
A sample distribution among social media tools
The social
media tool
Twitter Facebook Blog YouTube Flickr Forum MySpace Social
Book
marking
LinkedIn
Number of
participants
14
16
9
10
9
7
12
5
8
4.4 Benefits attained from social media presence of the open concert venues
The respondents chose from a list of benefits and rated the level of the effectiveness for each of them.
Figure 10 demonstrates the effectiveness of achieved benefits using social media tools. The number of
respondents involved in the assessment is presented in each column in the figure. When asked about the
benefits companies attained using social media marketing, it was found that the strongest results were
achieved in increasing brand awareness, building bigger and stronger fan communities and increasing
number of sold tickets. The respondents assessed the level of success from 3.5 to 4.0 on average. The rest of
the benefits described in this question were assessed with lower average score ranging from 3 to 2.1. The
company managers did not feel these tools were effective in developing partnerships with the donation
organizations.
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