Laralyn McWilliams and I gave a talk today at GDC. These are the slides for those who are interested: Intuition vs. Metrics: How Social Game Design Has Evolved.

How much is a shared link on Facebook worth? For online ticketing service Eventbrite, each time someone shares a link to an event with their Facebook friends it results in $2.52 worth of ticket sales. In contrast, a Twitter share is only worth $0.43, and a LinkedIn share is worth $0.90. Sharing an event through Eventbrite’s email sharing tool is worth $2.34, almost as much as Facebook. On average, across all social channels, each share is worth an average of $1.78 for Eventbrite.

In the realm of marketing, Gatorade is probably best known for splashy commercials featuring some of the world’s most famous athletes. However, a new effort behind the scenes of the PepsiCo-owned sports drink maker is putting social media quite literally at the center of the way Gatorade approaches marketing.

Here's an interesting promotional video from Gatorade, which extols their ability to monitor social conversations, apparently using Radian6 and IBM technologies.

One of the most common questions we hear is how to build high-performance systems to do this work. Let's see some ways you can build the functionality you need and get the performance you need. Because I've built two such systems to manage online ads through Google Adwords, Yahoo, MSN and others, it's easy and familiar for me to use the example of search engine marketing. I'll do that throughout this article.