The value of a Facebook Inc (NASDAQ:FB) fan is $174 to a brand, which is an increase of 28 percent since 2010, says Syncapse, a social media marketing firm. The Social media marketing firm worked jointly with Hotspex. The research was done on a survey performed on the data collected from 2000 U.S. panelists towards the end of January.
In the study, the Facebook Inc (NASDAQ:FB) fans were compared with those who are not fans of the social networking site. Their expenditure, brand loyalty, propensity to recommend, media value, cost of acquisition and brand affinity on the corresponding product was also taken into account.
According to CEO Michael Scissons of Syncapse, the reason is “what a consumer would spend on Zara vs. Coke.” A higher average purchase price makes a fan more valuable.
In the research, the fans and non fans have also been compared on the frequency of being active in social media. Those who are labeled as “Fan” on an average are fans of 10 brands pages at any given point of time. In contrasts to fans, about two-thirds of the non fans on an average are a fan of 10 or less brands.
Around three-fourths of the fans are having the good experience from the brands and are also active in sharing promotions and discounts with their Facebook Inc (NASDAQ:FB) friends. Also, two-third of the fans have also shared bad experience of the brands.
The figure $174 is an average and varies from brand to brand. For instance, Spanish clothing retailer Zara earned the highest value, according to the survey, which is $405.74 compared to Coca Cola, which was the lowest at $70.16 a fan.
It is not the first time that Syncapse has tried. Social Code is another firm, which stated that Facebook Inc (NASDAQ:FB) fans was worth $10, which is a staggering difference from the Syncapse figure.
According to CEO of Syncapse, there has been an increasing trend and competition to acquire the most Facebook Inc (NASDAQ:FB) fan connections in the recent time. But lately the brand marketers are analyzing deep and considering a question that what the return on investment of social marketing is.
The question, which is tossed the most, is “What is the value of a Facebook brand fan?”
Scissions stated that with this study, the firm has tried to measure the difference between users who have liked or made popular a brand on Facebook to those who have not done so by applying strict research methods and tools.
