Comparative Evaluation of Social Media Data Analytics Tools in Event Management: Usability and Effectiveness

Abstract

The advent of social media analytics tools has brought a transformative shift to event management, enabling more dynamic, effective, and personalized event experiences. However, navigating through the sea of available options to select the most suitable tool can be challenging. This study aims to demystify this selection process by comparing the usability and effectiveness of four popular social media analytics tools for event management. The evaluation procedure involved two key steps. Initially, Nielsen's ten usability heuristics were applied to assess the usability of each tool. Subsequently, each tool's effectiveness was examined based on seven Measures of Effectiveness (MOEs) for Event Management (EVMAN), identified through an extensive literature review. Evaluation results exhibited strong consistency, which underscores the validity of our methodological approach. Our findings provide valuable insights by highlighting the strengths and weaknesses of each tool, thus aiding event managers in their selection process and offering educators a framework for classroom adoption. Furthermore, our study contributes to the literature by introducing a distinctive evaluation framework that integrates usability heuristics and event management-specific measures of effectiveness. By bridging this gap, our research paves the way for more knowledgeable, effective, and streamlined adoption of social media data analytics tools in event management.

Keywords: Event Management, Social Media Data Analytics Tools, Usability, Heuristic Evaluation, Measures of Effectiveness, Informatics

DOI: 10.54941/ahfe1004274