Are "Likes" more valuable than "Tweets"?

According to a new study, getting your event "Likes" on Facebook can be 67% more profitable than having the same event Tweeted. The study, published by ticket seller Eventbrite, demonstrated how messages on each site contributed to increased ticket sales:
[Eventbrite] announced Wednesday that an average tweet about an event drove 80 cents in ticket sales during the past six months, whereas an average Facebook Like drove $1.34.
At first glance it is unsurprising that Facebook generated more ticket sales, if for no other reason than it has more members. But it is remarkable that each "Like" generated proportionately so much more.

I suspect this is because Facebook is more strongly focused on "Friends". A lot of that has to do with the undifferentiated nature of Twitter traffic - I frequently miss posts from my friends amidst the tide of information - versus Facebook's stronger focus on "Friends". More than that, though, Facebook feels more like a personal recommendation while Twitter is just "information".

It is also worth noting that the strongest results came from post-purchase Likes. In other words, it has more impact if your friend has bought ticket and is attending, as opposed to just sharing the webpage of an interesting event.

What does this mean to building product manufacturers?
This demonstrates that social media word of mouth is still a powerful force. Twitter is great at generating traffic, but those are often short, high bounce rate visits that do not convert to sales. Facebook's Likes are more than just link-sharing, though. They are personal endorsements, especially if they follow purchases or interactions with a product.

To take advantage of this, put a Like button on the order confirmation page of your site, if you offer online purchasing. If not, consider following each purchase with a "Thank You" email that contains the Like button. Similarly, reach out to people involved with the project that used your material; encourage them to share their experience, even if they were not the one that made the selection and purchase. QR codes may be a good way to reach on-site users; create a QR code that links directly to a Like button, and put it on your packaging so contractors can share their enjoyment of your product.