Consumers may one day be able to purchase concert tickets through Facebook. “Reducing the friction for buying a ticket is something that we think would be pretty interesting to do eventually,” says Facebook product manager Aditya Koolwal. He notes Facebook has become a surrogate channel for the many companies that struggle to reach their customers on mobile devices. Other industries have been taking a “directly-on-Facebook” route, with some media companies publishing stories directly to Facebook, and some retailers selling directly through the social-media site. Since concerts and other ticketed events are social, and Facebook already has band pages that feature concert information, it would be a logical step for major ticketing companies to reach concertgoers through Facebook and similar channels. “Whether it's with Facebook or with other partners, that is part of our long-term strategy,” says Tickemaster's Dan Armstrong. "At the end of the day, it is less an issue of where a ticket sells and more an issue of where a ticket fulfills."