Fan Sharing On Facebook Is Worth $4.20 + More Findings [STUDY]

Looks like all those shares and retweets that
artists and their teams constantly seek could be worth more than we may even
realize. In a recent study conducted by independent and self-service ticketing
platform Eventbrite, the total amount of dollars and visits per social media share has increased substantially
over the last two years. The
findings were from an
October 2012 study that examined revenue and traffic benefits gained through
the social sharing of events on Facebook, Twitter and LinkedIn.

According
to Eventbrite’s data, the value of one social share rose 81%
worldwide since 2010, while traffic generated from sharing increased 59%. Facebook shares drove the most revenue
per share, while Tweets drove the most
traffic.

The United States, home to all three social
media giants examined in the study, saw a consistent pattern in its value of
shares that is also reflective of the rest of the world. Facebook was seen to
lead in the value per share at $4.20 in the Unites States. The next runner-up was
Twitter, which showed a significant increase in value per share at $1.66, while
LinkedIn pulled in $.67 for each share of an event.

“Because events are inherently social, it’s not
surprising that we see a compound effect of sharing,” said Tamara Mendolsohn,
Eventbrite’s VP of Marketing. “It’s interesting to see the values and traffic
driven from a share continue to rise despite the increase in volume of sharing
across social networks.”

The
Metrics

In measuring social commerce behavior,
Eventbrite identified two important metrics to track: Dollars Per Share (the average value of the additional tickets sold
through this share) and Visits Per Share
(the amount of additional traffic generated by each act of sharing).

Dollars
Per Share nearly doubled across social networks, with Facebook
driving the most revenue of any social network. Since 2010, the average and aggregate
DPS increased 81% from $1.78 to $3.23. Twitter saw the greatest increase at
330% from $0.43 to $1.85, while Facebook also saw healthy growth at 65% – growing
from $2.52 to $4.15. Dollars per LinkedIn share increased only slightly at 2%, from
$0.90 to $0.92.

The data then indicates that every time an event
is shared on Facebook worldwide, it drives on average of $4.15 in additional
revenue back to the organizer. On average across all social networks, the value of a social share drives $3.23 in
additional revenue for the event each time someone shares it. 

When it comes to Visits Per Share, Twitter shares drove more event page traffic than
Facebook and LinkedIn. Over the last two years, Eventbrite found that the
average number of people who clicked on one of their event links shared through
social media increased from 7 to 17 visits per share. Links shared on Facebook
now drive 14 visits back to Eventbrite, compared with 11 in 2010. Twitter
drives the most visits with 33 visits per share, while LinkedIn users visit
Eventbrite event pages an average of 10 times for every link that’s shared.

Global
Highlights

Eventbrite found that Italy shares the most of
any country at a 14% share rate – double those of Australia and Ireland (each
at 7%), the two countries with the lowest share rates. They also discovered
that U.K. saw the most clicks on average. Ireland was an interesting case in
that it had the lowest share rate, but the highest Dollars Per Share, driving an
average of $10.37 in additional ticket sales on Facebook and $9.03 for every
tweet.  

Canada was
found to have the highest Dollars Per Share and is more evenly shared across
networks. On average, every Facebook share in Canada drove $4.51 in additional
ticket sales, while Canadian tweets drive $2.97. LinkedIn in Canada is also
high compared to other countries, driving $3.13 per share.

Check out the infographic below for more key findings, or head to Eventbrite's blog for the full Social Commerce Report and
methodology.