Sharing events via Facebook generates more revenue than any other platform, according to a new report, but Twitter has greater pulling power in driving traffic to event pages.
The report, by online registration and ticketing company Eventbrite, tracked the revenue and traffic benefits gained when people share events on Facebook, Twitter and LinkedIn.
It measured the amount of additional traffic generated by each act of sharing (visits per share) and the average value of the additional dollars sold as a result of this link (dollars per share).
The report, which provides an update on Eventbrite data published in 2010, shows significantly increased values for these new marketing channels.
For example, the value of a “social share” worldwide has risen by more than 80%, while traffic generated from social shares has increased by almost 60%.
The report shows dollars per share have almost doubled across social networks, with Facebook driving more revenue than any other platform.
Since 2010, dollars per Facebook share have increased by 65% from $2.52 to $4.15.
This means that every time an event is shared on Facebook worldwide, it drives on average $4.15 in additional revenue back to the organiser.
In Australia, Facebook shows an even higher dollars per share at $5.32.
But it was Twitter that saw the greatest increase worldwide, from 43 cents in 2010 to $1.85, representing an increase of 330%.
Meanwhile, dollars per LinkedIn share increased only slightly from 90 cents to 92 cents.
Visits per share have also increased, with Twitter shares driving more event page traffic than Facebook and LinkedIn.
Over the last two years, the average number of people who click on an Eventbrite link shared by organisers and attendees through social media has increased from seven 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.
According to Tamara Mendolsohn, Eventbrite vice president of marketing, sharing enables people to influence one another, and social media accelerates that influence.
“Because events are inherently social, it’s not surprising that we see a compound effect of sharing,” Mendolsohn says.
“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.”