How Much Is a Facebook Fan Worth? Answer: You're Asking the Wrong Question
It’s a question being asked with increased frequency as of late: “How much is a Facebook fan worth?” or, “What is our investment in Facebook worth?”
Several companies, notably digital consulting shops Vitrue and Syncapse have released their own studies, which attempt to put a dollar value on a Facebook fan. Vitrue says a fan is worth $3.60. Syncapse says $136.
Do these numbers matter, or are they missing the boat entirely?
Agency executives understand the need to justify marketing return on investment, however many think the industry is being short-sighted when trying to assign “a fan is worth X” type data to any social network, whether it be Facebook or Twitter.
“Efforts
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