The Shaping of Social Media and the Demand for Events They Create

Categories: Social Media

The objective of this essay is to focus on social media that is shaping demand for events and event experiences. The creation of social network has concluded a variety of media channels to hinder social interactions such as Facebook, Tumblr, Twitter, Youtube, LinkedIn and Instagram (R. Wakefield & K. Wakefield, 2016). These social media channel attracts people’s attention to build a connection with new acquaintances or friends, business partners or customers, socialization and broadcasting information (Benthaus, Risius & Beck, 2016). Social media creates alertness and inform every individual on the forthcoming events that will be occurring at the desired location.

Since social media generally concentrate on the information being gathered and socializing, many organizations take it as a benefit to share the event information on the media channels (Moise & Cruceru, 2014).

There are several purposes to why event organization uses social media since people uses Internet rather than the posters, fliers or even the television for the event information (CVENT, 2013). Information of an event such as pictures or videos can be shared across-the-board on the social media channel (Getz, 2012), reduces market cost and allows people to engage promptly (Australian Government, 2015).

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For an instance, on Facebook when a particular event being posted on the ‘feed’, people whom are fascinated on the event will then repost it on their individual ‘feed’ to get their friends to catch a glimpse of it and share it around to those who are interested with the event. As a result, this will be an indefinite advertising for an event.

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Posting of pictures or videos with descriptions of their event experiences is a form of publicity towards the society. Be it positive or negative experience, the social media is the great preference to state their point of view on the events experiences. In which people tend to post comments with regards to the events on the media channels, that may show a discrepancy. This is known as the temporal correlations (Kabir, Han, Yu, & Colman, 2014). It explains how people response differently to the particular social events. As discussed in Neubaum, Rosner, Putten and Kramer (2014), social media also avoid event tragedy by letting the society to be vigilant through social media channels. As a result, these implies to the focus of this essay on how social media are shaping the demand for events and the event experiences.

Since Facebook is the most popular social media site (eBizMBA, 2016), it is used for several segment of the event. The World Cup 2014 has been labelled the most widespread event on the history of Facebook with over a billion connections as mentioned on WebProNews by Wolford (2014). People in the region of the world exchanged their moments on Facebook throughout the whole World Cup season. Highlights of the match were posted on Facebook for those who missed the game. This can be capable to get more viewers to watch the video without any commotion and being able to share their passion over on the social media forum.

Subsequent to that was the Grammy Award 2016 which used the Twitter to publicize and making it possible for the viewers to interact with their pop idol. Besides Twitter it also used other form of social media like Facebook to share, like and comment. This year the Grammy Award, 21 million people created more than 50 million interactions just on Facebook and on Twitter was 17.2 million tweets that were viewed 2.1 billion times (Forbes, 2016). At times this will be a platform for the event organizers to get their ratings on the individual artists. In other words, votes for the artist.

With social media like Facebook and Twitter, posting their comment on the ‘feeds’ and tweeting allows every individual to communicate with each other with their event experiences. These experience shared with one another can be of assistance to those who are intending to be present at the upcoming event in future or get an idea of how the event is organized. These event experiences have a major role for shaping demand for events on social media. It basically understands the judgment of the viewers who attended the event. As indicated in Getz (2012) that the influence of the event and the experiences will connect with the people emotionally which forms a positive impact.

The occurrences of the event being posted on Facebook or other social media are being able to evaluate by the event organizers. The paces of experiences are being noted by the amount of comments and shares (Carter & Levy, 2012). Therefore, the organizers will be capable to estimate their targeted audiences for the particular event.

Despite the fact that there are positive concerns on social media, there are bound to have some drawbacks in addition. As said in Getz (2012), event organizations are unable to manipulate information and communication being shared. Negative feedbacks might be critical to the event organization and also cause harassment that can be unpleasant not only to the people on the social media who exchanges their view points but also the artists whom might come across the comments that can be bitter for their upcoming profession (Australian Government, 2015).

Every bit of benefits and drawbacks in social media channel has an impression on the shaping demand for events and event experiences. Nevertheless, to reduce any jeopardy, event organization should administer the events on social media tactically. As a consequence, social media channels will be the foremost mode of event publicity.

Finally, social media are able to encourage and make sure that it is a valuable event for the people. As mentioned earlier that Facebook is the top ranked in a social media site is the fact that the organization are able to maintain the confidentiality of the people who are sharing or commenting on the events, allows the organization to attain their targeted audience without any discrepancy. As a final point, social media is a successful channel that will enhance the demand for any upcoming events in future.


  1. Australian Government. (2015, October 27). Pros and cons of social media. Retrieved from Australian Government: Business:
  2. Benthaus, J., Risius, M., & Beck, R. (2016). Social media management strategies for organizational impression management and their effect on public perception. Journal of Strategic Information Systems, 25, 127 – 139.
  3. Carter, B., & Levy, J. (2012). Facebook Marketing: Leveraging Facebook’s features for your Marketing Campaigns. U.S: Que Publishing.
  4. CVENT eBook, (2013). Event Marketing 2.0, How to Boost Attendance Through Social Media, Retrieved from marketing-ebook.pdf
  5. eBizMBA. (2016, June). Top 15 Most Popular Social Networking sites. Retrieved from
  6. Getz, D. (2012). Events Studies: Theory, Research and Policy for Planned Events. NY, New York: Routledge.
  7. Hernandez, B. A. (2016 February 16). How the Grammys performed on Facebook, Twitter, Instagram, Vine, Shazam and TV. Retrieved from Forbes: twitter-instagram-vine-youtube-shazam/#58dba812226C
  8. Kabir, M. A., Han, J., Yu, J., & Colman, A. (2014). Inferring user situations from interaction events in social media. The Computer Journal, 58(9), 2026 – 2043. 
  9. Moise, D., & Cruceru, A. F. (2014). An empirical study of promoting different kinds of events through various social media networks websites. Procedia-Social and Behavioral Sciences, 109, 98 – 102.
  10. Neubaum, G., Rosner, L., Putten, A. M. & Kramer, N. C. (2014). Psychology functions of social media usage in a disaster situation: A multi-methodological approach, 34, 28-38.
  11. Wakefield, R., & Wakefield, K. (2016). Social media network behavior: A study of user passion and affect. Journal of Strategic Information Systems, 25, 140 – 156.
  12. Wolford, J. (2014, June 30). WorldCup 2014 is the most popular event in Facebook history. Retrieved from WebProNews: 2014-is-the-most-popular-event-in-facebook-history-2014-06/

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The Shaping of Social Media and the Demand for Events They Create. (2021, Sep 27). Retrieved from

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