"The distribution gives us the ability to help advertising partners with much more targeted reach in real time. As an example, for a 7 p.m. game, we can drive hundreds of clicks at, say, 5 p.m., when prices may start to decline the most, [allowing] sellers to get ahead of the market."
(Read More: Q&A With Jesse Lawrence)
Will Flaherty, director of communications at SeatGeek, disagrees with the social approach, saying that consumers find social messaging from companies "spammy" and unoriginal.
"Social purchase behavior for tickets doesn't align with that strategy," he said. "It may get traffic to your site, but it doesn't convert there in the moment. Ticket purchases are generally quite deliberative and not generally impulsive."
But Lawrence told CNBC that his strategy works, with TiqIQ reaching more than 6 million social media subscribers through its network of 1,000 publishers, including SBNation, The Washington Post and VoiceMedia Group. Thirty percent of TiqIQ's sales come from the company's social strategy, he said.
In February, TiqIQ launched Seller Direct, a free service that lets users post their tickets for sale to local fans on Facebook. Responses are sent directly to that user's inbox. Although StubHub gives sellers a similar option, but it's not free; buyers pay a 10% fee, and sellers a 15% fee. SeatGeek does not offer a personal selling option.
TiqIQ was founded in 2009 and has raised $2.6 million dollars from Contour Venture Partners and Inovia Capital.
—By CNBC's Erin Barry and Joanna Weinstein
Correction: A previous version of this article incorrectly identified Spotify as a partner of SeatGeek. SeatGeek uses Spotify as an application on the Spotify app platform.