Average Facebook Fan Worth about $137?
Jul 26
I’m of the mindset comparing cost metrics to earned $ value of lead type isn’t an apples to apples comparison despite an apparent correlation that social influence marketing may promise low cost/ high impact marketing when effectively planned and executed.
After I read what was released of the study in the PDF document, a few questions were raised on my end, perhaps because I wasn’t clear on how the parts of the whole $137 “fan value” metric were calculated?
1. Spend
2. Loyalty
3. Recommendation
4. Earned Media Value
5. Cost Offset of Brand Acq.
In the worst case scenario, the study reports a fan is worth $0. But I don’t believe this takes into account fan impact made by negative brand influencers who end up causing opportunity loss by turning people away from a brand. Earned media value vs. Lossed media value.
Yes social media is largely “earned advertising” via holistic brand ambassadors comprising persons of peer influence and brand affinity. That being said, this study only concludes the unique earning value generated by a brand fan, and offers no direct measure of fan value thru fan influence, to measure the dollar impact a brand ambassador creates on their network of peers who then in response become a fan and purchase brand goods or services.
If there is a more comprehensive released version of this report and you have access to it, I would love to read it!
I fist came across discuss on the Value of a Facebook Fan study here on ADM.
