Jun 30 10

How much is a Facebook fan worth?

by Trevor Spinks

So you have a great site and now it is time to figure out your interactive marketing plan. Regardless of is your hosting a blog or a fortune 500 website, ROI (return on investment) is the most popular topic discussed when deciding how to expand your marketing efforts into the realm of social media. In traditional business analysis, one looks at how many resources were put into something, and how much came back out, however with sites like Facebook who don’t really send you money directly from the site, determining the ROI can be a daunting task. So how much is a facebook fan worth? Well according to an empirical review conducted by Syncapse in association with Hotspex one fan cam be worth upwards of $300, and the average fan is worth $136.38. How can a fan be worth so much? This study found that Facebook fans tend to have a higher rate of brand loyalty, brand affinity, increased spending, and their propensity to recommend the product or company to others.

Key findings

Fans on average spend an additional $71.84 compared to non-fans.
Fans are 28% more likely to continue using a brand than non-fans.
Fans are 41% more likely to recommend the product to friends.

There are of course varying degrees of fan, and no two are created equal. Syncapse found for example with Coca-Cola that some fans are worth $316.78, but their average is $137.84 since they also have a lot of fans worth $0. While the value of a Facebook fan can not be quantified as easily as other marketing efforts, this research does a lot to help us understand how social networks and effective social networking can build brand loyalty, word of mouth marketing, and increased spending.