Abstract
Social media, considered as a representative example of big data with their high volumes, high velocity and high variety features, are continuously receiving attention in the arts and humanities literature. While studies on the potentialities of social media to enhance audience engagement, informal learning or marketing activities in arts and cultural organisations are growing, there is limited evidence on the opportunities provided by data extracted from social media to enhance knowledge management in the arts and humanities. Acknowledging this gap, this chapter aims at understanding if and how social media data can contribute to generating new knowledge in the arts and humanities with a specific investigation on Twitter at Teatro Alla Scala. The results of the analysis are twofold. First, this study proposes a methodology to approach social media, by detailing the phases for data understanding and extraction, and the methodological approach to enhance data reliability. Second, this study identifies a set of key performance indicators that can be computed starting from social media data; the proposed indicators are finalised to develop a better knowledge of the network of social media users connected with the investigated organisation.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Agostino, D., & Sidorova, Y. (2016). A performance measurement system to quantify the contribution of social media: New requirements for metrics and methods. Measuring Business Excellence, 20(2), 1–21.
Bakhshi, H., Garcia, J. M., & Throsby, D. (2010). Beyond live: Digital innovation in the performing arts. National Endowment for Science, Technology and the Arts (NESTA), London, Research briefing (February 2010), at https://www.nesta.org.uk/sites/default/files/beyond_live.pdf
Bonsón, E., & Ratkai, M. (2013). A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page. Online Information Review, 37(5), 787–803.
Chen, H., Chiang, R. H. L., & Storey, V. C. (2012). Business intelligence and analytics: From big data to big impact. MIS Quarterly, 36(4), 1165–1188.
Chun, S. A., & Luna-Reyes, L. F. (2012). Social media in government. Government Information Quarterly, 29(4), 441–445.
Felton, M. V. (1994). Evidence of the existence of the cost disease in the performing arts. Journal of Cultural Economics, 18, 93–112.
Forbes. (2015). 4 Components of robust social media governance program in financial services, 15 November 2015. Retrieved April 6, 2018, from https://www.forbes.com/sites/joannabelbey/2015/11/15/4-components-of-robust-social-media-governance-program-in-financial-services/#7190ef122156
Freeman, J. (2010). Web-based collaboration, live musical performance and open-form scores. International Journal of Performance Arts and Digital Media, 6(2), 149–170.
Gandomi, A., & Haider, M. (2015). Beyond the hype: Big data concepts, methods and analytics. International Journal of Information Management, 35(2), 137–144.
George, G., Haas, M. R., & Pentland, A. (2014). Big data and management. Academy of Management Journal, 57(2), 321–326.
Hausmann, A. (2012). Creating ‘buzz’: Opportunities and limitations of social media for arts institutions and their viral marketing. International Journal of Nonprofit and Voluntary Sector Marketing, 17(3), 173–182.
Hausmann, A., & Poellmann, L. (2013). Using social media for arts marketing: Theoretical analysis and empirical insights for performing arts organizations. International Review of Public and Non Profit Marketing, 10(2), 143–161.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251.
Kleinberg, J. (1998). Authoritative sources in a hyperlinked environment. In Proceedings of the 9th ACM-SIAM Symposium on Discrete Algorithms. Extended version in Journal of the ACM, 46(1999). Also appears as IBM Research Report RJ 10076, May 1997.
Padilla-Meléndez, A., & Águila-Obra, A. R. (2013). Web and social media usage by museums: Online value creation. International Journal of Information Management, 33(5), 892–898.
Richardson, W. (2006). Blogs, wikis, podcasts, and other powerful tools for classrooms. Thousand Oaks, CA: Sage.
Russo, A., Watkins, J., & Groundwater-Smith, S. (2009). The impact of social media on informal learning in museums. Educational Media International, 46(2), 153–166.
Slatten, L. A. D., Hollier, B. N. G., Stevens, D. P., Austin, W., & Carson, P. P. (2016). Web-based accountability in the nonprofit sector: A closer look at arts, culture, and humanities organizations. The Journal of Arts Management Law and Society, 46(5), 213–230.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Agostino, D., Arnaboldi, M. (2019). What Can Social Media Data Add to the Knowledge of Arts and Humanities? An Empirical Investigation on Twitter at Teatro Alla Scala. In: Handzic, M., Carlucci, D. (eds) Knowledge Management, Arts, and Humanities. Knowledge Management and Organizational Learning, vol 7. Springer, Cham. https://doi.org/10.1007/978-3-030-10922-6_10
Download citation
DOI: https://doi.org/10.1007/978-3-030-10922-6_10
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-10921-9
Online ISBN: 978-3-030-10922-6
eBook Packages: Business and ManagementBusiness and Management (R0)