August 25, 2011

Hidden Track Editorial: How Ticketmaster is Getting Social Backwards

As an enthusiast of all things live music and social media, a number of people pointed me in the direction of stories on Fast Company and Mashable regarding Ticketmaster’s new integration with Facebook. The gist of it is that ticket purchasers can opt-in to a new feature allowing your Facebook friends to see the exact seat location of your purchases for sporting events and concerts. This is available for the 300+ venues utilizing the pick-your-own-seat interactive seat map.

The immediate uproar in the comments section of the major blogs was that this is a stalker’s dream and typical concerns of privacy. These kneejerk reflexes are completely unfounded as the customer opts-in to this feature. Plus, you shouldn’t be Facebook friends with your stalkers anyway.

But here’s how I think it got it wrong and conversely how Ticketmaster could take a major bite out of how scalpers get all of the best tickets, something the company claims it tries to battle to the best of its abilities, despite ticket buyers having their doubts.

What if instead of having the social integration take place after the purchase occured, it happened before tickets went on sale? READ ON

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