Purpose – This paper aims at investigating if and how social media data can be integrated into the measurement system of performing arts organizations, and which are benefits and pitfalls for organizations connected with the exploitation of this type of data. Design/methodology/approach – The methodological approach is that of the action research, whereby the researchers played an active role inside the organization and the main source of data is constituted by participant observations. The investigated organization is a widely known performing arts organization: Teatro Alla Scala. The phases of the action research project included: interviews with the management of the Opera House to set the problem and define a line of action; a literature review and meetings held at the Opera House to develop a set of indicators for exploiting social media data; a critical discussion of the obtained results with the management of La Scala. Results –The main result is represented by the development of a NET (Network, Engagement, Topic) dashboard that contains a list of indicators to exploit social media data. These indicators are related, not only to the measurement of opinions by social media users (Topic Dimension), but they are also intended to measure the structure of the social network connected with the organization (Network Dimension) and interactions between the organization and its social media users (Engagement Dimension). Originality/value The novelty of this research is visible at two main levels. On the one hand, this study joins an academic problem (i.e. the role of social media data in performing arts organizations) with a practitioner issue (i.e. how to gain insights from social media conversations) and can therefore provide benefits for both. On the other hand, this investigation, not only proposes a set of indicators to analyse social media data, but it also empirically applied them in a real organization. This is a relevant issue, which allows to detect criticalities and benefits connected to the proposed indicators and move the debate on the role of social media data forward.

The NET dashboard to exploit social media data in performing arts: the case of Teatro Alla Scala

D. Agostino;M. Arnaboldi;A. Calissano
2017-01-01

Abstract

Purpose – This paper aims at investigating if and how social media data can be integrated into the measurement system of performing arts organizations, and which are benefits and pitfalls for organizations connected with the exploitation of this type of data. Design/methodology/approach – The methodological approach is that of the action research, whereby the researchers played an active role inside the organization and the main source of data is constituted by participant observations. The investigated organization is a widely known performing arts organization: Teatro Alla Scala. The phases of the action research project included: interviews with the management of the Opera House to set the problem and define a line of action; a literature review and meetings held at the Opera House to develop a set of indicators for exploiting social media data; a critical discussion of the obtained results with the management of La Scala. Results –The main result is represented by the development of a NET (Network, Engagement, Topic) dashboard that contains a list of indicators to exploit social media data. These indicators are related, not only to the measurement of opinions by social media users (Topic Dimension), but they are also intended to measure the structure of the social network connected with the organization (Network Dimension) and interactions between the organization and its social media users (Engagement Dimension). Originality/value The novelty of this research is visible at two main levels. On the one hand, this study joins an academic problem (i.e. the role of social media data in performing arts organizations) with a practitioner issue (i.e. how to gain insights from social media conversations) and can therefore provide benefits for both. On the other hand, this investigation, not only proposes a set of indicators to analyse social media data, but it also empirically applied them in a real organization. This is a relevant issue, which allows to detect criticalities and benefits connected to the proposed indicators and move the debate on the role of social media data forward.
2017
IFKAD 2017 Conference proceedings
Social Media, Performing Arts, Performance measure, Indicator, Big Data
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11311/1125672
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