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Based on the following Dark Mofo event information provided, assess how the event organizers could make use of

this information in planning and marketing the event in future



1. General user engagement with an event or festival complements other forms of on-site engagement. The Dark MOFO case study in particular illustrates how tracking social media engagement can provide a 'barometer of enthusiasm' for an event or festival;

2. Event organisers may need to act as the catalyst for social media engagement with smaller events, as seen with the Vision Splendid Outback Film Festival;

3. The 'visual turn' in social media with platforms such as Instagram will be associated with greater geo-tagging, as these are 'opt out' platforms in terms of provision of geo-spatial data;

4. Event organisers should seek to actively engage with 'lead users' of social media platforms. The possibility of doing so can be enhanced by application of ethnographic methods that complement the insights derived from social media analytics;

5. The analytical framework developed for thse case studies lends itself well to comparative regional studies, that can identify trands and patterns, as well as important differences, across a range of events and festivals. 


Dark Mofo generated a large number of original tweets, which indicates that there is genuine engagement with the festival, as users are creating their own content when posting about the event. No particularly dominant topic engaged Twitter users throughout the festival, and the day-to-day activity shows that there were no extreme peaks in activity.


The graph shows the most popular hashtags used on Twitter throughout Dark Mofo. #darkmofo is used far more often than any location based hashtags (unlike Vision Splendid, where #winton was more frequently used in comparison to #visionsplendid). However, location based hashtags were still important, with #tasmania and #hobart the second and third most popular hashtags respectively. The top 20 hashtags indicate that there was more event-based identification than Vision Splendid, with popular events/artists #winterfeast, #darkpark, #ogoh, #blacklist, #divination, #mikparr, #asylum and #radiogothic all included in the most used hashtags throughout the event. Including #darkmofo, #darkmofo2016 and #mona, 55% of the top 20 hashtags were specific signifiers to the festival (as opposed to general location signifiers as indicated at Vision Splendid)


There were 415 tweets related to the Dark Mofo festival tagged with latitude and longitude coordinates. There were also an additional 168 tweets throughout the festival that were identified by place in another way (generally place ID captured in the bounded box). 11.6% of total tweets (583 out of 5007) posted throughout the festival were identified by place in some form.

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