Report: Facebook Likes Must Lead Fans To Purchase, Consider, Recommend Brands

The latest attempt to quantify what a Facebook like is worth comes from Forrester Research, which ran case studies on four prominent brands -- Best Buy, BlackBerry, Walmart, and Coca-Cola -- to determine how likes result in purchases, consideration, or recommendations.

The latest attempt to quantify what a Facebook like is worth comes from Forrester Research, which ran case studies on four prominent brands — Best Buy, BlackBerry, Walmart, and Coca-Cola — to determine how likes result in purchases, consideration, or recommendations.

Here are some of the findings from Forrester’s report:

  • Facebook fans are much more likely to purchase, consider, and recommend brands: Forrester found, for example, that Facebook users who like BlackBerry were 5.6 times more likely to have purchased a device than non-fans, adding that for Best Buy, that ratio was two to one, and that in the case of Coca-Cola, Facebook users who like its page showed a 95 percent probability to purchase one of its products, compared with 71 percent of online Americans in general.
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