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Impact of Social Media - Wonderland Event

   

Added on  2020-01-15

31 Pages10387 Words153 Views
THE IMPACT OF SOCIAL MEDIA IN THEEVENT INDUSTRY: A CASE STUDY OFWonderland event, in context of HR1

TABLE OF CONTENTSCHAPTER 1: INTRODUCTION....................................................................................................3Aim of research................................................................................................................................4Introduction to chapters...................................................................................................................4CHAPTER 2: LITERATURE REVIEW ........................................................................................5CHAPTER 3:Research methodology..............................................................................................9CHAPTER 4:Data analysis............................................................................................................11DISCUSSION................................................................................................................................23CHAPTER 5:CONCLUSION And RECOMMENDATION........................................................25RECOMMENDATION.................................................................................................................27REFLECTION ..............................................................................................................................27REFERENCES..............................................................................................................................29APPENDIX-QUESTIONNAIRE..................................................................................................302

CHAPTER 1: INTRODUCTIONMarketing is the most important department of an organization which ensures long rungrowth of the firm. The event management industry of UK is outperforming in the marketplacebecause of series of events are performed each year. There are number of tools and techniqueswhich are applied by the corporation for marketing products and services. It proves to beeffective for increasing customer base which helps in increasing overall rate of return. Thecurrent report is based upon Wonderland event of UK which offers quality services for clients. Itorganizes several types’ of field festival in accordance with season and meet requirement ofclients effectively. It consists of number of festivals like Chilled in a Field which is a family-friendly festival in south of London. Under this, corporation offers free activities with greatdance music and live bands. The company is operating its business at large scale in UK, Londonand also uses variety of social media tools in context of HR department. The main reason behindusing such kind of technique is to integrate workforce together who are working on the particularproject. Not only this, but management of Wonderland Events put efforts to attract more andmore competent workforce by using effective social media strategies. This proves to be effectiveto reduce expenses which are incurred for placing advertisement through print media. It aids tosave time as well as cost and complete the HR related activities of recruitment and selection inrelatively less time.The HR department of any organization is important because it retains or selects the mostcompetent workforce in the corporation. The major responsibilities of HR consist of employeerelation, recruitment and selection as well as training and development. Along with that,compensation and benefits are also included which facilitates the workforce to motivate toachieve objectives of corporation. Owing to this, use of social media is important in current erathrough which HR department of event the management corporation can easily attract moreworkforces. It will be effective for the company to create competitive edge by reducing cost ofproduction by effectively using HR strategies on social media. However, in current eracompetition is increased to a great extent where customers are switching from one to anotherbrand very frequently. Furthermore, HR department faces issues in manual training anddevelopment for simple aspect which can be resolved easily by using social media. Owing tothis, current study is being conducted to assess the impact of social media on effective3

implementation of different HRM practices in the corporation. These aspects tend to ensureeffective communication in team and better coordination can be determined.AIM OF RESEARCHThe aim and objectives of research are mentioned as follows which will be helpful for theresearcher to collect large amount of information and draw valid outcome for study effectively. Itproves to be effective for selecting the right kind of methodologies and other related aspect ofstudy for drawing valid outcome-Aim- To analyze the impact of social media in the event management industry of UK- A casestudy of Wonderland event, LondonObjectivesThe objectives of the current study are presented as follows-To assess the significance of social media in context of HR department of WonderlandeventTo examine different tools of social media which promote effective implementation ofHRM practices in Wonderland eventTo provide different alternatives associated with social media for growth of WonderlandeventINTRODUCTION TO CHAPTERSThere are number of chapters included in the study which consists of background,literature review, methodology and data analysis. Along with that discussion and conclusion arethe end chapters. It assists researcher to present the outcome of study effectively in order to reachat valid outcome. In the first chapter of background information related to use of social media inevent management sector and aim and objectives of study are stated. This proves to be effectivemost important chapter under which reader come to know about the purpose of study.Furthermore, second chapter is of literature review which provides overview related to socialmedia in HR context. At this juncture, different themes are prepared by researcher in accordancewith research aim and objectives. This facilitates in saving entire time and collecting largeamount of secondary information for reaching at aim of the study. In addition to this, researchmethodology is the third chapter under which all related tools and procedures are explained in4

the study in detail. However, selection of appropriate tools is given along with properjustification. Moreover, data analysis chapter is also added under which entire collected primarydata are explained along with evidence. Accordingly, discussion chapter is completed andrecommendation are provided for selected organization.CHAPTER 2: LITERATURE REVIEW Literature review is the most important chapter of any study because it provide evidencerelated to all collected information. Under this researcher uses number of sources for gatheringsecondary information through which valid outcome can be extracted from the collectedinformation. Under the current study on impact of social media on event management sector,literature review has been completed by making different themes. It has been done with the useof number of secondary sources such as journals, books and online articles.Theme 1: Social media and its impact on Human resource industry With the advancement in technologies and social media, there has been negative andpositive impact on human resource department in the event management (Rapp and et.al, 2013).Social media in today's world is not only assisting in formulating various job outlets forrecruitment process but it has it also helps in with various clients across the world, increasing thebrand image and reputation and monitoring the activities of the employees. According to Oh,Agrawal and Rao, 2013 it has been stated that social media has made the recruitment processeasier because human resource manager can easily post different job with the help of severalsocial media sites. It is common to use different social networking sites such as Facebook,Twitter, LinkedIn and YouTube. 88% of the total population of UK has access to internet whichhelps in accessing various social networking sited easily. When, company post various job openings on sites like Facebook, Twitter, LinkedIn andYouTube then many individuals can access those sites and post back on the same site (Boltonand et.al, 2013). It makes it easier for the company to check the availability of job postings andcan help in determining which candidate fits in the particular job opening. It can be criticallyevaluated that visitors or applicants can directly raise their query by posting on social media. Itproves to be effective for HR department of corporation to resolve the issues which are beingfaced by applicants. Accordingly, recruitment process become quite simple and easier.5

Furthermore, social media also facilitates to reduce cost of hr department because print mediawill be less in use and in the same manner profitability can be enhanced. Hence, social mediaplays an important role in recruiting different individuals for various job postings. Secondpositive impact of social media on human resource department in event management is brandingof various products and items of the company. Kavanaugh and et.al, 2012 has stated that when a company launches a new product in amarket it is necessary for the organization to do its branding in the market so that public becomesaware about the new products. This can be successfully done with the help of social media. Acompany can make accounts on different social networking sites which can help in advertisingnew products which have been launched in the market. This will increase the branding andpublicity of the product and more and more people will become aware about the product in lesstime (Leung and et.al, 2013). On other hand, social media can also be used in promoting orenhancing the image of a product if it is not popular in the market or whose brand image hasbeen spoiled by different reasons. Apart from this, social media is used by hr department for the promotion of company.Here, human resources department of event management sector upload several kind of views andpictures related to progress of the firm which in turn indirectly attract more applicants. Similarly,event management sector relies upon skills and competency of workforce through whichcompany can deliver good quality of services to large number of buyers. Hence, this is one of themost effective methods which can be employed to promote or increase the brand image of aparticular product in the market. In many cases, social media can also be used to monitor variousactivities of the employees who are working in an organization. For example, in many companiesthe use of personal social accounts is permitted so that they can enhance their business andmarketing activities (Salo, Lankinen and Mäntymäki, 2013). This also assists in being in touchwith the customers and clients of different organizations. But in many cases it has been noticedthat use of social media is restricted in the company. An employee is not permitted to use his/herown social media accounts for the concerns of security and privacy. One of the major reasons which do not allow the employees to use social media at workis because different confidential information can be transferred to unauthorized source. This can6

cause major issues for the company (Castillo, Mendoza and Poblete, 2013). But in many cases,the use of own social media account is permitted because it helps in reviewing opinions andideas of all the public who are linked to social networking sites. This can produce both negativeand positive impacts on reputation of the organization. Another impact of social media onhuman resource department in event management industries in UK is that it helps in buildingeffective communication with employees and management team of the company. Generally, ithas been noticed that there is a huge difference between communication which is done face toface and communication which is done through the social media (Rogers, 2013). In many cases,employees are not able to share their working experience or problems which are faced by them atthe workplace directly with the higher authorities. In such cases, it becomes the responsibility ofhigher authorities to make the workers feel comfortable. This can be done by adopting variouseffective methodologies of communications such as social media. Human resource managers usemethod of Facebook and Twitter to interact with their employees. This helps an employee to share all views and information freely. This in turn corporationcan ensure highly level of integration among workforce through which they share informationam,pong each other. It proves to be effective to deliver higher level of satisfaction among endusers. Similarly, HR department ensure internal coordination with the use of social mediathrough which workforce can be in touch whether they are organizing acuity at different place orsame. Apart from this, On other hand, Google hangouts and Yahoo can also be adopted to planevents between different members across the world. Apart from positive impacts, there are manynegative impacts of social media on event management industries which can be noticed (Rappand et.al, 2013). Broadly addressing, the companies which rely on building relationships throughmedia have to devote time and commitment towards social media so that they can build upeffective relationships. Moreover, staff members are not able to cope up with the rapidlychanging demands of the media in the world. It has also been noticed that there is an issue ofaccuracy faced because a person cannot rely on whether certain information which is availablethrough social media is true or not. On a larger perspective, the organizations cannot ignore therisk associated with social media (Oh, Agrawal and Rao, 2013). There are major challenges thatcan be faced by human resource department when accessing social media for the different7

purpose. For example, they have to manage intellectual property, leakage and loss of confidentialdata, criticism of management or certain behavior of employees that can damage the reputationof the company. One of the major risks associated with social media is that there is lot ofinformation available on the network which can be used for social engineering attacks such ashacking of various passwords. Monitoring the behavior of an employee outside the organizationalso presents ethical considerations that can create dilemmas. Very often individuals may alsowitness discrimination and violation during the recruitment process. Hence, it is necessary toresolve all these issues because these problems associated with human resource departmentcannot be overlooked (Bolton and et.al, 2013).Theme 2: Different tools of social media for promoting event industry Social media is one of the most common tools that can be used by all the webapplications so that different information can be shared to all the users (Kavanaugh and et.al,2012). This also helps in developing better communication between different people so that ideascan be shared on a broader perspective. Some common and most popular social media tools areFacebook, Twitter, YouTube, LinkedIn, Pinterest and Foursquare. The use of social media is notjust limited to event promotion or management but it can also be used to accomplish variousmarketing activities. To manage an event through social media, it is important to integrate all thesocial channels so that an upcoming event can be promoted properly. Creating a hashtag helps incategorizing messages so that they can be reviewed on the priority basis. For promoting an event,it is necessary to create a suitable and relevant hashtag that suits the event so that people becomeinterested in showing up for the event (Leung and et.al, 2013). There are many factors which will influence the management of event. For example, ifthe event planner is using a long hashtag then it will certainly create confusion in the mind ofpublic hence, it is advisable to create a short and unique hashtag so that it is unified (Salo,Lankinen and Mäntymäki, 2013). Apart from using Twitter social media tool, the planner orevent manager can also make use of Facebook for promoting the event successfully. To promotean event on Facebook, it is necessary to create a nonprofit Facebook page so that users can likethem to have necessary information about the events. One of the major advantages of socialmedia is that if a RSVP'S attends the event in which he/she is tagged then it will automatically8

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