A recent Syncapse Corp. analysis found that the average value of a Facebook fan is $136.38. That means that on average, people spend more on a brand if they are fans than if they are not. They also found that fans are 28% more likely to stay loyal to a brand and 41% more likely to recommend a brand.
This shows that Facebook certainly has the potential to sustain word of mouth. Through interaction, fans stay more loyal and informed. However, the study also found that some Facebook fans have a value of $0.
Key Takeaway: The potential for ROI is huge, but highly reliant on execution. Know what works with your community and build on that.
Read more about the study at Vocanic’s blog
Paul Cowan 10:58 am on July 23, 2010 Permalink
Thanks for reading the study, I enjoyed your subsequent post. Glad to see you really picked up on the fact that although there are averages, value swings wildly depending on the brand. Fans are a self-segmented group that need to be mined and sorted to really help determine the best strategies to implement against business objectives.
DM me if you’d like any additional info @cowanpkc
Paul Cowan
VP, Measurement Practice, Syncapse