subject: Fans On Facebook Purchase More [print this page] A social media marketing company called Syncapse surveyed 4,000 people who have "Liked" the top 20 brands that have pages on Facebook and figured out exactly how valuable those "fans" are.
The study is called The Value of a Facebook Fan: An Empirical Review. The investigation predicts that those who are Fans of a brand will generally spend $71.84 more annually than those who aren't, which makes a Fan to be worth, on average, $136.38 per year.
This research approach is not the same as the one adopted by Vitrue in the previous month. At least there is a difference between their research methods.
Vitrue's method valued fans by figuring out how much it would cost to buy advertising on a website to reach the same people.
Not only did Syncapse looked at the amount of money Fans spend, it also found out if their loyalty, willingness to recommend the brand to their friends and relatives, brand affinity, media value (contrasting the efficiency of Facebook and other promotion methods) and their cost to be acquired.
Generally speaking, Fans brought more benefits to a brand, but this doesn't not apply to all cases. There are Fans who did not buy a brand's products or service and never talked to their friends about the brand. These people are indeed worthless to a company.
Note that this was just demonstrated as a correlation, nothing more. Nabbing someone as a Facebook fan hasn't been proven to increase spending in this study. Whether you have spent because of fan pages, you know the best.
Fans may be, as the study suggested, bigger spenders and preachers. Yes, money and good words are beneficial to a company. That's for sure. But if they care to"Like" the brand on Facebook, they must have spent and preached already. So why bother buying some more Fans?
by: Queenie Ang
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