How Much is a Facebook Fan Worth?

Since the dawn of social media, ROI-focused marketers have been attempting to put a price tag on the value of Facebook fans and Twitter followers. But is it possible to truly break social media fans down into dollars and cents?

According to a new study by Digital consulting firm Syncapse and research company Hotspex, as reported by eMarketer, a Facebook fan is worth an average of $136.86. This number applies to the site’s 20 biggest corporate brands.

So, for destinations, the monetary value might be somewhat different, given that you’re not selling a direct product, but an experience – a visitation. Either way though, the same logic applies. According to eMarketer:” The study found that people spent significantly more on products they were fans of, compared with consumers who were not fans. In the case of many of Facebook’s most popular food and beverage marketers, fan spending was more than double that of non-fans.”

While some other companies have broken down the monetary value of a Facebook fan into vastly different numbers ($3.60, $6.79 to name a few), I would err on the side of a higher number, given the significantly increased likelihood that they’ll make a purchase.

These numbers mean fans certainly are worth their Facebook weight in gold. And for marketers looking to monetize, I can’t emphasize enough that you should offer discounts, incentives and a direct call to action. If they’re likely to spend twice as much as a non-fan, well, give them something to spend it on! Offer them something of value, and they’re more likely to book a trip. And not only that, they’ll pass the recommendation along to friends, creating more likely visitors. Hence the inherent value of social media.

Similar Posts

• 40 Terrific Facebook Pages
• Say Hello to “The Social Network”
• Facebook to Eliminate Boxes, Narrow Size of Custom Tabs
• Why Businesses Should Get Excited About Facebook Places
• Search: It’s Not Just About Google Anymore

Comments

About Author