by Jennifer Van Grove
Popular event ticketing site Eventbrite used its in-house social analytics tools to study the effects Facebook shares, tweets and other social sharing behaviors have on ticket purchases.
Looking at data from the past 12 weeks in aggregate, Evenbrite found that each social media share equates to $1.78 in ticket sales, with Facebook shares proving to be the most lucrative. As such, Eventbrite believes social commerce — or transactions driven through sharing on social platforms — to be the next big trend in online commerce.
Eventbrite’s data is especially telling; here’s the breakdown: one share on Facebook equals $2.52, a share on Twitter equals $0.43, a share on LinkedIn equals $0.90, and a share through e-mail equals $2.34 in sales. The easy takeaway is that Facebook shares are almost six times more effective than tweets and three times more rewarding than LinkedIn shares.
The report also details, “For Eventbrite, Facebook is now the #1 referring site for traffic to the company’s site, surpassing Google. Each Facebook share drives 11 visits back to Eventbrite.com.”
Eventbrite’s data and social commerce findings are, of course, by all means singular to its ticket-selling business and recognized brand name. For most businesses, individual shares will not convert to as high of sales.
Still, Web services with online commerce components could learn a thing or two from the startup’s social integrations — Eventbrite excels at making it ridiculously simple for event organizers and RSVP’d guests to share events via Facebook, Twitter, LinkedIn or e-mail.