• flipboard

Sharing On Facebook Is Worth 6 Times More Than A Twitter Tweet [Study]

We all know that social media is all about sharing. Some people have a preference for Facebook, others Twitter and the older demographic leans towards email and in the mix are other social media channels such as Linkedin.

Facebook Sharing is Worth 6 times Twitter Tweets Study

How much is sharing worth?  We all know it is worth something but what?

Eventbrite has just unveiled a report that measures what social media sharing is worth in real dollars.

Eventbrite is a new digital age social commerce event ticketing company and this concept is very strong especially for this type of  industry where when you are going to or planning to attend an event, you constantly are telling your friends online and offline

They leverage social media centric tools to tap into the world’s overlapping social graphs to spread event news and purchase behavior.

If you visit their site you will notice that they are encouraging not just buying the tickets but sharing them on social media channels.

Sharing On Facebook Is Worth 6 Times More Than A Twitter Share New Study

These tools are built specifically to empower organizers and attendees alike to turn events into truly social experiences.

They have developed in house metrics that specifically and accurately measures the first tangible data to quantify the value and impact of social media in driving eCommerce. They are tracking a new set of metrics that measure social commerce success.

Eventbrite defines social commerce as transactions that are driven through sharing on social platforms such as Facebook, Twitter and LinkedIn and through email sharing via the Eventbrite “email friends” application.

So what were the findings over the 12 weeks they collected the data?

  • 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 our ”email friends” application equals $2.34

So a share on Facebook is worth in real dollar terms 600% more than a share on Twitter.

This is what social commerce looks like.

Social Commerce

So what were some of the other findings?

  • Facebook is now the #1 referring site for traffic to the company’s site, surpassing Google as people discover events that their friends are sharing and they click through to find out more.
  • On average each Facebook share drives 11 visits back to Eventbrite.com.
  • Averaging across all social media channels, one share drives over 7 visits back to Eventbrite.com

Social commerce brings together social promotion and transactions into a single, unified experience, which breaks the old rules of eCommerce and demands new metrics. And the exciting news is that this is just the beginning.

Could you apply this model or some of its elements to your niche or industry?

Image by Lyelton

Jeffbullas's Blog


  • =What is interesting is that it has worked well for a specific communication-events.

    I am noticing that on your blog though your twitter metrics out number the facebook clicks.

    What we are learning is that it all depends on “who” you are talking to.

    “where” you are talking to them FROM.

    “What” you are talking about and how it connects back to say an event vs a blog post or a radio show.

    I would remind readers to not take this result to mean Facebook is better for their use since you have to take many components into consideration when making wise choices.

    Thanks Jeff for getting us to look at lots of opporunities.

    • Totally agree Michele.

      Who’s talking, to whom, and about what, have direct impacts on social commerce ROI. I would even add the time factor, for some specific industries, in the equation.

      Also, in this example (Eventbrite), events are social and friendly in themselves so no surprise FB finishes first. Would it be the same with Levis jeans shares ? Or online services used by prof. peers ? Don’t think so.

  • That may be true but I still prefer Twitter to Facebook… See what the figures are like in 5 years… RICH :0)

  • Very interesting figures Jeff. Thanks for that.

    We have to bear in mind that this is looking specificaly at “shares”, and it stands to reason that shares on Facebook will garner significantly more attention because it’s a more engaged and permanent platform. Also there are way more users on Facebook so it’s going hit more eyeballs.

    This is not the same as saying that Facebook is a better platform for an organisation to be pushing their business. It may well be, but Twitter has it’s place and serves a markedly different function to Facebook when we’re talking about crafting a social media presence.

  • hi. Great post (again). I find facebook better for me – I think it is a much more engaging media-rich environment. But, having said that, I think it is the integrating of the different methods, and assuring that your posts size, composition and focus are tweaked properly for the differing platform.

  • Great info. I recently was looking at my traffic on my blog. I noticed that facebook sent more people to my blog then twitter — and that is saying alot since I have more followers on twitter than I have friends on facebook. In my case google still sends more than both of them. Every business and every industry is different. Thanks for this information — it backs up what I was looking at this week.

  • Another thing I would ask those who say they get more traffic from Facebook, is it buying traffic? Traffic that is your ideal market or is it your friends. Do your friends hire you? These are all important factors when analyzing statistics.

  • It’s always fun to see dollars on social networking – especially
    since corporations do not believe you can measure ROI.


  • Hillary Knoll

    Loving the term “social commerce” – especially as it related to ROI and getting buy-in for social media campaigns from higher-ups in an organization. In terms of EventBrite’s study, I can’t say I’m surprised that Facebook trumps Twitter, but was surprised at how much more powerful it was that Twitter (according to their findings) and that the traditional “Email a Friend” share application still remains nearly a strong. I imagine that different brands would report different results – so it is not that a brand should invest less time or resources into, say, Twitter – but rather be in tune with the platform that converts the most of its followers into buyers.

  • Thomas Moradpour

    Thanks Jeff for sharing — very insightful. The approach is really good.

    I agree with Michelle that we should not take it at face value, but keep experimenting and measuring ROI.
    I think the broader learning relates to the dollar value of a “trusted recommendation”, which is what social sharing is about for brands and business – today’s consumers trust peers more than advertising or even pro reviews.

    But the question to ask is not “Facebook or Twitter”; it is “who do your consumer trust”?

    Concert and events? Of course they will trust their close friends, because they share the same taste and likely will go together. So Facebook works better than Twitter… Obvious! Ping will probably play a role too.

    But how about if you are selling a computer? Would it still apply? Would you not listen to someone who consistently tweets on technology rather than your average FB friend?
    Or if you are running a hiring campaign? Why would you listen to a Facebook friend more than a LinkedIn connection with creds in the field?

    My conclusion is : think about “trust networks” not “Tools”. And run ROI.


  • Great post and important info.

    It’s important to note that the nature of the relationships and happennings on Facebook are much more likely to yield sales of an offline event because of the often geographically closer and more structured relationships of Facebook. Versus the more geographically disconnected and fractured relationships of Twitter.

  • Way to many assumptions in this study to make it viable. I would agree that a share on Facebook will reach closer friends and stay in place longer, but the results wold be highly dependent on the number of connections you have one Facebook vs. Twitter, the type of event vis a vis the button you click to share, etc. 

    While interesting, it’s not actionable.

  • Great post and equally engaging comments! Thanks for posting Jeff!

  • The conclusions are at least questionable when being extended from the scope of the test, which only had to do with Eventbrite. You can easily get the opposite result in other types of calls-to-action.

  • Facebook is where most of my clients and I start with our marketing tactics. This is great validation to support what I recommend as a marketing/community builder consultant.