Eventbrite demonstrates Social Commerce in action; specifically the Facebook “Like” and the “Tweet” increase ticket purchases, especially when shared after the point of purchase. Between the social networks, Facebook shares led the pack, generating an average of $2.52 while Linkedin shares were worth $0.90, and Tweets just $.0.43. The impact of sharing via email was still strong at $2.34.
People are more likely to post to Facebook after they have purchased a ticket to an event, in order to share with their friends and family what awesome conference, party, or networking event they are planning to attend. In turn, when friends and family see this post shared, they may also purchase a ticket to the same event because if that person is attending, it must be worth checking out.
As seen below: Over the last six months, 40% of sharing through Facebook occurred on the event page (pre-purchase) vs. 60% of sharing which occurred on the order confirmation page (post-purchase).
As seen in the stats above, unfortunately for Twitter, Facebook still overshadows it in reach for sharing by almost four times the amount. Facebook to this day is still a more “social” platform where people show who they are, what they do, and where they like to go. It “mirrors” their real life. Twitter, although enormous as well and still growing, has not been adopted by as many people, just yet. Will this change with the new quirks that are coming out with “liking” something on Facebook? Will people want to “like” something when it will be shown as a “share” versus a harmless “like?” Perhaps. Perhaps not. But for now, Facebook still takes the cake on ROI on event sales and promotion via social media.
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But which has the longer shelf life? A tweet can go viral fast, but if it doesn’t get picked up in the first 24 hours, I believe the percentage of re-tweets drops off significantly and again even more so after the next 48 hours. But a “like” would seem to hang around longer and have a better opportunity to be picked up by ones social network. Thoughts on that?
What you don’t include are the sheer numbers of Facebook, Twitter, and LinkedIn users. When one of the three nears a billion user accounts and the other two are left trailing in the dust, it’s no wonder more people are distributing such events to their Facebook walls. Economics 101.
But I’m with Mike on the tweet causing more viral activity than the other two.
Oh, and no sense replying to me; I’ll never know you respond.
Hey Mike –
I totally hear what you’re getting at and can see your point of view. There are different forms of value though and for what Eventbrite did research on, Facebook “likes” appear to be the ROI ticket. While for your value re: SEO, Tweets might be the ticket.
I guess it “depends.” Got to love that answer.
Thanks again for reading my post !!
Pam
I originally saw some talk about this on Mashable:
http://mashable.com/2011/03/16/facebook-like-worth/?asid=0a9e7b0c
My feelings on Like versus a Tweet haven’t changed:
“A Like is merely someone telling all of their friends “hey, this is cool”. In some instances such as events, this is effective for 2 reasons: Your friends just gave you a recommendation, they’ve also just opened up an opportunity for both of you to hang out in Real Life.
A Tweet is different. A Tweet can be a piece of valuable information being shared, which is automatically a recommendation. A Tweet goes to my entire network of Followers, who can then pass it on by reTweeting. When I Like something, my friends can see it, but they have to Like it in order to pass it on, which means opening their feed up to another brand. ReTweeting gives no permission to a third party.
Have you tried to do a Google search for a Like? Try doing it for a Tweet. Now, tell me which is more valuable to your SEO?”