Facebook Fans More Valuable to Brands
The whitepaper identifies and explains the significance of five key factors that marketers must consider when measuring the business value of their Facebook fans. The five factors include product spending, brand loyalty, willingness to recommend, brand affinity and earned media value.
Additional findings from the study include the following:
- Facebook fans are 28 percent more likely to continue buying from a brand than consumers who aren't fans on Facebook;
- 68 percent of Facebook fans are very likely to recommend a product to family and friends, as opposed to 28 percent of nonfans;
- 81 percent of Facebook fans feel a connection to the brand versus 39 percent of nonfans; and
- incorporating all of the above factors, the average value of a Facebook fan to a company is $136.38.
The whitepaper is the result of quantitative research conducted online among 4,000 panelists across 20 of the leading brands on Facebook. The study, conducted in June, was powered by Hotspex Market Research in conjunction with Syncapse's proprietary SocialTRAC technology.