There have been a lot of questions when it comes to the value of follows, Likes, shares, and tweets in the context of e-commerce. Luckily, ChompOn has analyzed data from their network of daily deals sites, targeting conversion rate and action data for deals that are promoted through both Facebook and Twitter.
According to their findings, a Facebook share is worth $14 and a Tweet is worth $5. For shares and Tweets they were able to able follow sales back to the original action, taking the total revenue of each action and dividing it by the total number of shares and/or Tweets. For an idea of their data sample, ChompOn is presently working with 50 partners, such as Blackbook Magazine, JDeal and Beyondthetrack, powering each with crowdsourced coupons similar to Groupon.
Looking at different metrics, they have also reported that a Facebook Like is valued at $8 and a Twitter Follow is valued at $2. For Likes and Follows, value was estimated by looking at referral traffic and removing purchases that originated from shares and/or Tweets, as well as any purchases that were made through direct traffic. Given the direct traffic measurement, this data set isn’t 100% accurate. It’s also important to note that this analysis does not account for the long-term value of a customer.
There has been other data that shows a higher value for a Facebook share over a Tweet. Eventbrite has reported that a share containing Facebook friends is worth $2.52 in ticket sales, and a Twitter share is worth a mere $0.43.
It’s a fact that your Facebook and email network is closely matched to your circle of real friends. Using the context of events, this will produce higher conversions. It’s very interesting to see that in commerce, Facebook again provides greater value than Twitter does when it comes down to conversions.