The Value of a Facebook Fan: $136.38

Facebook Fanpages are an intangible asset of a company. Every “intangible asset” sooner or later faces the question: How much is it worth? Media agency Syncapse tries to put a value on your Facebook Fans.

While other agencies such as Vitrue have already tried to  put a value on a Facebook Fan and had some difficulties, now media agency Syncapse offers a new approach and new monetization method of your Facebook Page (Full pdf here).

One thing most agencies, marketers or brand managers have in common: They agree, that marketing on Facebook is valuable to the company. Putting a price on that special fan ,on the other hand, is quite difficult.

Syncapse surveyed 4000 people who were following one of the top 20 brands on Facebook (Nokia, BlackBerry, Motorola, Secret, Gilette, Axe, Dove, Victoria’s Secret, Adidas, Nike, Coca-Cola, Oreo, Skittles, Nutella, Red Bull, Pringles, Playstation, Xbox, Starbucks, McDonald’s).

Top key finding was, that the worth of an average Facebook Fan is $136.38 per year.

Key findings

• People on a Fanpage are a self-segmented group of people
• Fans spend approx 71.84$ more than non-fans
• 28% of Fans are returning customers
• 41% of Fans suggest a product more often than non-fans
• 68% of Fans suggest products regularly
• The worth of a Fan varies dramatically

Conclusion

Putting a value on you Facebook Fan is very hard since every brand has a different type of product, loyalty structure ect.

It seems apparent though, that Facebook Fans are more loyal to your brand than non-fans which means that your Facebook Fanpage could be seen as an indirect measurement method of your advertising, community building and sponsoring ROI. The more fans you have the better you have created a community around your brand.