In 2010, the average worth of a Facebook fan was valued to be at $136.38, according to a study by Syncapse. This week, the company released another study which revealed that the average Fan is worth $174… and that price is climbing!
Spending and Making Money
The study also shows that in 2012, Facebook made about $5.089 billion in revenue, which comes out to about $5.32 per user. That revenue is coming from businesses, who are finding it to be increasingly profitable to their business and brand to invest in engagement through Facebook.
Brands included in this year’s study were: BMW, Xbox, Disney, Victoria’s Secret, McDonald’s, Starbucks, Walmart and more. So just how do you measure the worth of a Fan? There are different factors that were accounted for including: product spending, loyalty, propensity to recommend, media value, acquisition cost and brand affinity.
Here are some findings:
– Fans are 80% more likely than non-Fans to be “brand users”
– Fans spend more than non-Fans. 43% to be exact, even though they may not necessarily have a higher income.
– Fans are 18% more satisfied with their brands than are non-Fan users.
– Fans 11% more likely to continue using the brands than are non-Fan users.
– On average, 85% of Facebook Fans are likely to recommend the brand compared to 60% of non-Fans.
With social media marketing become more important and ROI becoming more transparent, it’s crucial for small business to make the most of their online campaigns.