How To (Really) Measure The Value Of A Facebook Fan

The primary results of that study were that Facebook brand fans are:

• 80 percent more likely than non-fans to be users of a brand
• Spend 43 percent more than non-fans in respective categories
• 11 percent more likely to continue using the brand than non-fans (loyal consumers)
• 85 percent more likely to recommend your brand compared with 60 percent of non-fans

And that consumers like brand pages for two reasons:

• Coupons, discounts, and rewards
• Showing support for brands or receiving regular updates

While this study and others like it point to positive attributes of Facebook fans, it’s critical for brand marketers to really stop and ask themselves: Isn’t this just pointing out that good customers are more likely to like our Facebook page?

The objective of this study — and the dozens of similar...