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BizReport : Social Marketing : October 18, 2010

Two reports, one conclusion - Facebook users are valuable

Facebook users are to be valued. Not only does a Facebook user share almost five times more content than their Tweeting cousins, but sharing a link on Facebook is worth almost six times the value of the same link Tweeted. Two reports come to the same conclusion - Facebook is the place to share and get shared.

by Helen Leggatt

Two recent reports have bigged-up Facebook users for their value to marketers.

GoViral found that the number of shares and subsequent actions, such as commenting, is nearly five times higher on Facebook compared to Twitter.

For video content it distributed in the third quarter of 2010, the average number of interactions on Facebook was 5.64 per 1,000 views, compared with just 0.75 on Twitter

This increase in interaction has, no doubt, been driven by Facebook's introduction of the "Like" button. In the first quarter of 2010, Facebook had 1.19 interactions per 1,000 video views. This doubled, once the feature was introduced, to 2.27.

"On Facebook and external sites, it's one click to 'Like' something. Although on Twitter you can retweet links to encourage sharing of the video, it doesn't invite other interactions," said Nick Roveta, product director at GoViral.

In other research, this time from event ticketing startup Eventbrite, analysis of the sales each share button on their site generated (Facebook, Email, Twitter, LinkedIn) found Facebook to be the most valuable.

- Facebook generated an average of $2.52 from 11 referrals.
- Sharing via email came in second at $2.34.
- LinkedIn shares were worth $0.90.
- Tweets were worth just $0.43.

"Social commerce takes online commerce to a new level. It marries the natural act of sharing and socializing with friends and the act of buying something online," writes Tamara Mendelsohn, Director of Marketing at Eventbrite, on the company blog.

"Social commerce brings together social promotion and transactions into a single, unified experience, which breaks the old rules of ecommerce and demands new metrics."

Tags: social media, social networks

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