Social Media

Measuring the monetary value of sharing on social networks

Eventbrite: Social commerce in Ireland stats 2012
Eventbrite: Social commerce in Ireland stats 2012

Since 2010, the monetary value per share action across social networks has almost doubled from $1.78 to $3.23, that’s according to aggregate data from online event creation, sharing and ticketing service Eventbrite.

To date, Eventbrite has sold over 78 million tickets in 175 countries worldwide. Eventbrite, using its own in-house analytics tools, measured two important social commerce metrics; visits per share and dollars per share.

The report found that, across Facebook, LinkedIn and Twitter, dollars per share has increased by 81% to $3.23. Individually, Twitter witnessed the greatest increase in dollars per share, up 330% from $0.43 to $1.85. The value of a share action on Facebook grew 65% from $2.52 to $4.15, while LinkedIn increased by 2% to $0.92.

So every time a Facebook user shares an Eventbrite event on the network, the average additional revenue earned by its organiser is $4.15.

The number of visits back to Eventbrite per share action has also increased. Across all three major social networks, an average share drives 17 visits or click-throughs, up from 7 in 2010. Twitter has the highest visits per share rate at 33, compared to 14 on Facebook and 10 on LinkedIn.

Ireland has the highest dollars to Facebook share at $10.37, although it also has the lowest share rate of all countries studied. Ireland’s dollars per tweet metric is also very high at $9.03.

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Darren McCarra
Darren McCarra is co-editor of The Sociable. He has a keen interest in photography, all things mobile, and writing about technology and social media. You can follow him on Twitter, Facebook and Google+.