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BizReport : Social Marketing : June 15, 2010

Syncapse puts value on Facebook Fans' heads

How much is a Facebook Fan worth to a brand? Ten dollars? Fifty, even? No, it is way more than that according to new figures released this week by social media marketing firm, Syncapse.

by Helen Leggatt

syncapse logo.jpg$136.38.

That's the figure Syncapse arrived at as being the average amount someone who has "Liked" a brand on Facebook will spend on that brand's products or services during the course of a year. Obviously, more successful brands will have more value attributed to their audience and vice versa.

However, that average is $71.84 more than someone who has not hit the "Like" button which demonstrates the increased engagement "Fans" have with their chosen brands.

To arrive at this figure, Syncapse surveyed 4,000 people who had "Liked" the top 20 brands that have pages on Facebook and analyzed exactly how valuable those "Fans" are.

"Understanding long-term Facebook fan value is a complex undertaking with advanced calculations required across multiple variables," states the report (.pdf) titled "The Value of a Facebook Fan: An Empirical Review".

"This understanding is rooted in the measureable differences between users who have "Fanned" a brand and those who have not. The value is reflected not simply by the action of being a "Fan" but rather by the value of the audience and the benefits "Fanning" offers the brand."

Tags: audience value, consumer value, Facebook, social marketing

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