Facebook fans can be more valuable customers
Monday, June 21, 2010 at 2:58PM The average value a Facebook fan provides a brand is $136.38, but it can swing to $270.77 in the best case or go down to $0 in the worst.
On average, a Facebook fan participates with a brand 10 times a year and will make one recommendation. Value can differ significantly by individual brand. For example, in the case of Coca- Cola, the best case for fan value reaches $316.78 but is $137.84 for an average fan. In the worse case scenario, a fan is worth $0.
Read the entire study here.
COMMENT: Fascinating look at the value of referrals. You can and must manage word-of-mouth marketing to get the most out of it. On average, Facebook fans are 41 percent more likely than non-fans to make referrals. Could it have something to do with the regular exposure to a company's message that fans receive through Facebook?
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