Twitter social share worth $10.90 to Australian event organisers

New Eventbrite report on the value of social media shares and website visits for events across Facebook, Twitter and LinkedIn finds Twitter is the best performer

Twitter offers significantly more value when it comes to getting the message out about events, generates up to four times more revenue and page views than LinkedIn or Facebook, a new Australian report claims.

The latest analysis by Eventbrite of all ticket sales across its Australian marketplace in 2013 found a single share on social media generates nine visits to an event page on average, and $4.80 in additional revenue to the event organiser.

Twitter proved the top performer, generating average revenue from a social media share of $10.90 in Australia, nearly double its global average of $5.70. In comparison, Facebook generated $4.10 per media share in Australia ($3.40 globally), while LinkedIn generated $3.20 for event organisations on average locally ($1.00 globally).

Twitter also came up trumps for the highest average website visits from a social media share at 38 in Australia, on par with global results. This compared to seven page visits on Facebook and 11 on Linkedin locally.

According to Eventbrite, Twitter’s influence has increased over the past two years as Facebook’s decreased. Eventbrite international expansion manager, Elsita Meyer-Brandt, attributed this shift to Facebook’s deeper penetration in Australia, which she claimed leads to more cluttered and potentially less relevant newsfeeds.

“On the other hand, Twitter is less saturated, meaning less distraction for users,” she stated. “Also the 140 character limit means users often need to click on links to see more information.”

The comment reflects global views that Facebook is suffering a dip in fortunes. Last October, the company admitted its popularity may be on the decline among some teenager groups.

Event types getting the most value out of social media sharing are food events and performances, followed by seminars and music events, Eventbrite said.

“This data clearly demonstrates the power of social commerce and how the speed and connectivity of social networks can drive customer engagement and ultimately sales,” Meyer-Brandt stated. “ The fact that Australian businesses are driving high amounts of revenue from social is a real testament to the understanding and savvy use of digital media here.”

The report results were derived using social analytics tools built in-house, allowing Eventbrite to track and analyse which sharing options a user leverages, as well as when each share action takes place during the purchase process.

The report was based on transactions made during the 2013 calendar year.

More stories on Eventbrite

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

Thanks for the info! If you are looking for commercial real estate in Mumbai, visit us at Jagaha.com! We have over 20,000 verified proper...

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

This is very educational content and written well for a change. It's nice to see that some people still understand how to write a quali...

mark Johnson

Digital advertising continues to dominate marketing budgets

Read more

I am a new satisfied customer with the cryptodriven darkwebsolutions company, they helped me with a very efficient crypter for my company...

Yusef

The CX thinking behind Westfield A/NZ's new brand and digital identity

Read more

Latest Podcast

More podcasts

Sign in