Chapter 7 – The Real Value of a Facebook Fan

The Real Value of a Facebook Fan

I feel your pain. I can almost hear you say: I’m having fun reading this little book of yours. But now it’s time to get down to business. I want to know what the real value of a Facebook Fan is. Only, I know nothing about your business. How am I supposed to tell you? And the same, believe me, is true of most of the Social Media consultants who line up to pocket your money.

Ok, let me try: your boss wants you to get “likes” at $4 a pop? That could be the real value for you; unless, of course, you want to try to sit down with him or her and work on a better idea, like trying to think what your company could use these likes for, apart from an ego boost.

If you’re the one in charge, it’s harder. You have to decide for yourself what you want to get out of your marketing money. All I can tell you is: beware of the “experts”. Why? For example, because the experts seem to have a hard time agreeing what the real value of a Facebook Fan is:

$214.81 for non-profits, according to a 2012 study by Blackbaud, NTEN, and Common Knowledge linked by Business Insider but currently unavailable. Please note the decimals: a clear sign that we’re dealing with professionals here, not dumb people like you and I.

$136.38 according to Syncapse in 2012 when Business Insider tried to shed a light on the subject, but apparently as much as $174 in 2013. 2 A 28% percent increase, as they love to boast. Me, I’d love to ask them if sales for their clients have increased as much from 2012 to 2013!


Interested? Buy the Book!