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In August 2013, Northern Ireland hosted the World Police and Fire Games. The oficial event evaluation found that the games projected Northern Ireland in a positive light; however, this survey does not tell the full story. Leading up to this event Northern Ireland experienced 4 months of civil unrest. Many consumers turned to social media to seek reassurance and guidance. However, the event organizers did not provide such support during this crisis. In fact, by mismanaging concerns regarding political stability and visitor safety, this event in effect reinforced the negative stereotypical images of Northern Ireland and because it happenend online, it was ignored in the official event evaluation. The two key lessons event organizers can learn from this case study are do not underestimate the power of social media, especially in a time of crisis, and in this digital age an event must have a social media strategy that has the flexibility to deal with a crisis.
