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Information Retrieval Evaluation for Tourism related Social Media Content 2016 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/4373 http://sitcon.singidunum.ac.rs/2016/wp-content/uploads/sites/3/2016/11/US-SITCON-2016.pdf A. NJeguš В. Јовановић М. Марјановић-Јаковљевић Considering that Social Media plays an important role as information source for users, many companies focus on Social Media marketing as strategic tool for their business. According to the recent research, more then 60% of users use search engines when searching for information, therefore this study aims to investigate to which extent Social Media appear in search engine results, and what is the relevance of retrieved Social Media sites. Since the goal of any Information Retrieval systems is to retrieve relevant documents in response to the user's query, in this paper, the set-based measures, and rank-based measures are used. Mathematically, it is presented that these factors are very sensitive to user relevance judgments and their properties are discussed. Through conducted experiments, Precision, Recall and Average Precision of a Google search engine are evaluated. Different tourism related topics, in the term of IR evaluation metrics, are compared. The results show that Social Media content appears in very low percentage (23.1%) of all search results. The most visible Social Media are Facebook, Wikipedia, and TripAdvisor. conferenceObject 92 100 10.15308/Sitcon-2016-92-100 Proceedings of Singidunum International Tourism Conference - SITCON 2016