Measuring social commerce
Social commerce is purchase transactions that are driven through sharing on social platforms such as Facebook, Twitter and LinkedIn and through “email friends” application. Social commerce is when friends refer, recommend, or "Like" your product or service, and share with others they know.
Are you making it very easy for people to recommend your products and services? Do the pages of your website, and the products in your e-commerce have Share or Like, yet?
So why would this addition make a difference?
There are a number of reasons this makes a big difference to enhance your business income:
- Each "Share" or "Like" refers and recommends your business to their friends. Each "Share" that a person does, posts a note re your product /service with a link to your site`s page to where they are sharing with their friends and collegues. These are sharing to Facebook, Twitter, LinkedIn, and other social sharing sites.
- Each "Share" or "Like" increases your rank in the search engines such as Google.You want to be found on the first page of the search engines. Each Share or Like automatically creates a link to your site from a high profile site. Each new link to your site helps build your Search Engine Optimization (SEO) rank.
The social Web fuels the conversation for recommendations and sharing. This conversation isn’t new, but we are now able to track the resulting transactions with unprecedented granularity.
Social commerce is purchase transactions that are driven through sharing on social platforms such as Facebook, Twitter and LinkedIn and through “email friends” application.
In one case study “Social Commerce: A First Look at the Numbers,” Eventbrite shows angible data to quantify the value and impact of social media in driving eCommerce.
Key findings
The key findings of Eventbrite's analysis include:
- Sharing equals transactions: Dollars per share
When someone shares an event with their friends through social media, this action results in real dollars. Most recent data shows that over the past 12 weeks, 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 ”email friends” equals $2.34. On an aggregate level across Facebook, Twitter and LinkedIn, and email share tool, each share equals $1.78 in ticket sales. They saw this number improve every week with the most recent four-week average equaling $1.87.
- It’s extremely sticky: Visits per share
The hyper-relevancy of the social graph breeds deeper engagement, greater sales and stickier audiences. For Eventbrite, 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 drove 11 visits back to Eventbrite.com. Averaging across all channels, one share drove over 7 visits back to Eventbrite.com.
- It’s happening everywhere, across all sizes and types of events: Consistency of sharing
Sharing is consistent across event size. Sharing occurs at the same rate an event has 10 or 10,000 people. Classes/workshops and networking events have the most share activity, followed by fundraisers, conferences, and music events.
What it Looks Like:

Summary: Social commerce is the next big thing
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. 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.
Ready to add social commerce to your website to increase sales? Contact Synergy today at info@synergycc.com or call 604-681-0516.
We’re also keen to hear your thoughts and feedback on the subject. Post your website below, and we'll check it out and provide you with some ideas that would enhance your business. Comment below on what worked for you.
Vancouver’s technology community has delivered a long list of everyday innovations that have had a global impact. This video highlights some of these success stories.
Synergy Computer Consulting is pleased to be celebrating 21 years of our clients with web solutions, social media solutions, and business software solutions to help your business run smoother and grow! Much of this video is filmed by Synergy's offices in the dynamic, creative Gastown area, in Vancouver, BC.
Vancouver: Wonders Start Here from Ian Andrew Bell.
It is great to see this video feature some of Synergy's clients, including EA - Electronic Arts, Vancouver Economic Development Commission, and the BC Technology Industry Association (BC TIA).
As well, it is great to see Flickr, co-founded by Katrina Fake, who was in the Forum For Women Entrepreneurs (FWE) E-Series with Kathy Woolverton at the time that Flickr was acquired.
SoftSearch, one of the most comprehensive sources for purchasing business and specialty software in the world, founded in Vancouver, is also located in Gastown, Vancouver, BC as well as in Silicon Valley, San Francisco, California.
This video was Executive-Produced by Dennis Pilarinos @ Microsoft Canada and was written by and Produced by Ian Andrew Bell. VFS alum Jenny Bourne served a key role as Associate Producer. Thanks to our sponsors — Microsoft Canada, the Vancouver Economic Development Commission, the BC Technology Industry Association, and the BC Innovation Council.
If you would like to learn more about Vancouver's technology industry, please visit bctia.org or vancouvereconomic.com
Kathy Woolverton, Synergy's president, is a past director of the BC Technology Industry Association, and founded the BC TIA's "Doing Business on the Internet" special interest group in the mid 1990's - very early on in internet times!