Yang Xiao Using social media to optimize engagement and audience interaction at mega events

Abstract

This study delves into the transformative role of social media in amplifying audience engagement at mega events, such as sports tournaments, music festivals, and cultural gatherings. It investigates how social media strategies can effectively boost participation both online and offline. Employing a mixed-method approach, the research combines social media analytics with surveys and interviews from event organizers and attendees. Key findings indicate that real-time updates, interactive content, and personalized social media experiences greatly enhance audience engagement. Tactics like live streaming, hashtag campaigns, and encouraging user-generated content emerge as powerful tools for building community involvement. The study also addresses the challenges in social media management during such events, including information overload and the necessity for prompt audience feedback response. These insights are crucial for event organizers, marketers, and social media strategists, offering practical approaches to utilize social media for more engaging and immersive event experiences. This research contributes to the literature on digital marketing and audience engagement, highlighting the strategic use of social media to expand the reach and impact of mega events.