Daily Archives: April 22, 2011

Rapper vs. Cookie social media.

Zuckerberg vs. Dorsey

Facebook vs. Twitter

Lil’Wayne vs. Oreo?

Where is the world of social media going?

It’s common knowledge that Oreo broke the Guinness World Record for most Facebook “Likes” in a 24-hour period last February. Oreo sent it’s 18 million fans this message: “‘Like’ this post to join Oreo fans around the world in setting a Guinness World Record for most “Likes” to a post in 24 hours. Oreo is the world’s favorite cookie, and with your help, it will be the most ‘Liked.’” After 24 hours, Oreo’s post received 114,619 “Likes,” setting the Guinness World Record. This is likely because Oreo’s are delicious.

On a less delicious side note, this record was broken five hours later by Lil’ Wayne.

Who came out the winner in this  Rapper vs. Cookie social media “war” ? What did these brands gain from the stunt? Further still, what does any brand gain by having someone “Like” their Facebook page?

Last month, Eventbrite conducted an in-house study tracking ticket sales on their site as part of an ongoing examination that began in October. The findings after the 12-week period found that an average Facebook “Like” drove $1.34 in ticket sales while an average Tweet drove only 80 cents in ticket sales.  (Stats from  James Richardson a seasoned event manager, running his own highly successful events on a regular basis.)

This comes as no surprise in this specific case since you’re probably more likely to check out an event recommended by a personal friend (Facebook) than you would a relative stranger (Twitter), not to mention that there are just simply more people on Facebook.

Tamara Mendelson -Eventbrite’s director of marketing- thinks the numbers tell a broader story.  “We carefully track sharing behavior in an effort to help event organizers tap into a new world of distribution for their event promotion,” Tamara Mendelsohn said. “But the findings apply broadly to all e-commerce businesses, because the foundations of e-commerce are shifting as the social graph becomes a meaningful influence in driving transactions.” (Tamara Mendelsohn  Director of Marketing at Eventbrite. Interested in all things social media, especially the social part.)

So which is better: Facebook or Twitter?

I relize that a comparison between Facebook ‘Likes’ and ReTweets  is the same as comparing apples to oranges, that doesn’t make for an intriguing blog post.

So I’m going with Facebook.

Facebook has more than 500 million active users. Twitter, even by its own refuted user claim, has 190 million users. As Justin Timberlake would say, “190 million users isn’t cool. You know what is cool? 500 million users.”

Lingering Users: Not only does Facebook have more users, it has more active users, averaging approximately 7 hours a month on the site. The Jack Dorsey faithful, however, aren’t as frequent. While 25% of Twitter users check in multiple times per day, 41% say they check the site less than every few weeks…or not at all.

Getting Personal: For building brand value, Facebook gives companies a better opportunity to engage its followers and build loyalty. Going back to Oreo (because you can never have just one Oreo), its followers were able to comment, share, and “Like” elements of the Oreo Facebook page, all while checking out other postings and pictures while there. So when they “Like” the page, their Facebook friends, who we assume have similar interests, are more likely to check out the page and repeat the cycle. On Twitter, users are ReTweeting and moving on.

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