ROI of a tweet is $10.90, claims digital platform Eventbrite
Twitter delivers up to four times more revenue and page views for companies than any other form of social media, according to research published by online event ticketing service, Eventbrite.
According to analysis of its sales in 2013, a single share on Twitter generates $10.90 for Australian firms, dwarfing Facebook’s $4.10 and LinkedIn’s $3.20.
All three returns are above the global average, Eventbrite said, where a tweet is worth an additional $5.70, Facebook $3.40 and LinkedIn $1.
It is one of the first pieces of research that has attempted to quantify the return of investment of social media. While increasing numbers of brands are dabbing in social channels, the actual worth in terms of revenue remain remarkably unclear.
Eventbrite said that while the value of Twitter has risen, Facebook’s has dropped.
“This is most likely due to the fact that Facebook has a deeper penetration in Australia, leading to more cluttered and potentially less relevant newsfeeds,” Eventbrite international expansion manager Elsita Meyer-Brandt said. “On the other hand, Twitter is less saturated, meaning less distraction for users. Also, the 140 character limit means users often need to click on links to see more information.”
Eventbrite’s ROI on social media
The types of events which get the most value are food events and performances, followed by seminars and music events, the analysis found.
In terms of traffic, social and food events generated the highest number of visits from social media posts, followed by seminars, conferences and entertainment events.
“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 said. “It also shows the importance of cultivating and nurturing a community of fans and making it super easy for them to share information on social media.
“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.”
Eventbrite used social analytic tools to track and analyse its sales and the specific social distribution channel that drove the transaction.
Steve Jones
I was a bit grumpy this morning, so thanks for this comedy segment.
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I just tweeted this for Mumbrella. When can I expect my share of the $10.90?
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I’m sure this holds true for event marketing where you can very easily link a ticket purchase to a link clicked through from Twitter. For other categories it’s a little more difficult.
I don’t think they should be claiming “According to analysis of its sales in 2013, a single share on Twitter generates $10.90 for Australian firms” and applying this to other industries.
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Laughable
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The kids have been drinking the Kool Aid. Again.
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Facebook’s days are numbered. 18 months and they’re out. Rubbish conversion in mass audiences. And I ask, when was the last time anyone purchased anything from a Facebook ad?
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That would be the same Twitter where 90% of people who signed up out of curiosity, never use it. Yep, that’s the one.
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In my opinion if you need increase roi you must know about exit traffic monetization is the great way to fully monetize resource. Each visitor has the potential to convert into a client or a lead for an advertiser on your web site. It’s up to you to get efficient methods of snagging those visitors who might leave your site. Try to use thank you pages, you are able not only make sure that his action has been processed and completed, you are able also serve up a third-party offer to him, as well.
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