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BizReport : Social Marketing : April 21, 2013

Facebook Fan value rises 28% since 2010

Fans of brands on Facebook have significantly upped their worth over the past three years, according to new figures released by social media marketing firm Syncapse, with some brands averaging Fan values in the thousands of dollars.

by Helen Leggatt

Syncapse-Logo.pngA survey of 2,000 U.S. adults in January this year revealed that the value of a Facebook Fan to a brand has risen 28% since 2010.

Today, the average value of a Fan across brands is $174.17 when expenditure, brand loyalty, propensity to recommend, media value, cost of acquisition and brand affinity are taken into account.

Fashion brand Zara's Fans are worth over $405.54, found the research, followed by Levis at $312.01. Meanwhile, the value of Coca-Cola Fan is relatively low at $70.16.

"The increase in average Fan value is driven by Fans' tendencies to be Super Consumers," explains Max Kalehoff, vice president of product marketing at Syncapse, on the company's blog. "Not only do they tend to be brand users first, they spend more, engage more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms past social marketing investment and mandates deeper commitment and accountability in the future."

But wait, if you thought that Zara's Fan value of $405.54 was impressive, new brands in the study for 2013 make it pale in comparison. A BMW Fan is worth a massive $1,613.11, Walmart's $834.76 and Target's Fans $618.53.

Tags: brand marketing, customer value, Facebook, research, social marketing, social media

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