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17th April 2013, by Max Kalehoff

Rising Value of Facebook Brand Fans Validates Social Marketing Investment

The past few years have been characterized by hype and a competitive race to acquire the most Fan connections, but brand marketers are sobering up and asking hard questions around the ROI of social marketing. And perhaps no question is asked more often than “What is the value of a Facebook brand Fan?”

According to new Syncapse empirical research, the average value of brand Fans in key consumer categories has increased 28% to $174.17. This effect is amplified considering the number of Fan memberships for most brands in our study has doubled, tripled or more. Top brands in the 2013 study have well over 15 million Fans, with some like McDonalds and Coca-Cola with 25 million and 60 million, respectively.

The latest installment of this report, The Value of a Facebook Fan 2013, examined 20 top global consumer brands in terms of their Facebook Fan performance. It replicates and enhances the seminal research Syncapse conducted in late 2010 that first measured Facebook Fans value as drivers of shareholder value.

The increase in average Fan value is driven by Fans’ tendencies to be Super Consumers. Not only do they tend to be brand users first, they spend more, engage more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms past social marketing investment and mandates deeper commitment and accountability in the future.

Value of Fan Report 2013 - Main Chart

The Value of a Facebook Fan 2013 report includes prescriptive advice and insights:

  • Fan Value of 20 Top Global Consumer Brands
  • Factors that Determine the Value of a Fan
  • Fan Behaviors and Attitudes
  • Reasons for Becoming a Fan
  • Outlook for Facebook Marketing

We welcome feedback (publicly via Twitter or directly via our website contact-us form) to advance our collective understanding. 

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