Making Event Participants More Successful With Social-Media Tools

Our research showed that tapping an event participant’s social network yields a lower conversion rate than personal e-mail. While personal e-mail historically has converted approximately 25 percent of recipients, Twitter and Facebook feeds convert closer to 0.25 percent of impressions. It’s important to note, however, that while conversion rates for Facebook and Twitter are significantly lower than those for e-mail, they actually are in line with rates for nonprofits’ delivered e-mail campaigns, according to the 2008 NTEN and M&R Strategies eNonprofit Benchmarks Study.