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Tamara Mendelsohn
Tamara Mendelsohn

SAN FRANCISCO — For Eventbrite, social media is a key component of its business plan. According to Tamara Mendelsohn, its VP of marketing, someone sharing an event on Facebook leads to $4.15 in revenue for the online events platform.

In a session today at the Real Estate Connect conference in San Francisco, Mendelsohn shared some of her tips for how to build a social business that is able to harness the power of customer goodwill to be successful.

Her talk hinged on four key tips: know your authentic self, humanize your community, think about your product as an experience, and have fun.

Mendelsohn highlighted her experience shopping for a scooter and coming across Vespa’s site as a prime example of those principles. Vespa has a site called La Vespa Vita that aggregates photos and blog posts from Vespa owners into a living marketing tool.

According to Mendelsohn, La Vespa Vita is successful because it shows off the potential of the experience of owning a Vespa, and gives potential buyers a look into what they can expect from their purchase.

“They created a community that I almost instantly wanted to be a part of,” Mendelsohn said. “All of a sudden, Vespa wasn’t just a product I was buying, it was a community that I was becoming a part of.”

That community led to her eventual purchase of a Vespa.

What do you think? Is Mendelsohn on the money, or are there better ways to conduct business in a social media-driven marketplace?

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