C3 Presents creates, books, markets, and produces live experiences, concerts, events, and just about anything that makes people stand up and cheer. Among others, they produce the Austin City Limits Music Festival, Lollapalooza, as well as more than 800 shows nationwide. They hope to see you up in front sometime. An early adopter of social media as a way to drive event attendance, Lollapalooza organizer C3 Presents needed to know the impact of its social media efforts. They came to Cardinal Path for a social media measurement strategy and ended up with some startling insights.

Questions for Discussion
1. How did C3 Presents use social media analytics to improve its business?
2. What were the challenges, the proposed solution, and the obtained results?