Let us state first that this question is certainly not easy to answer
Posted: Tue Feb 18, 2025 4:20 am
The investments of companies in social media have been increasing rapidly in the past year, also in the Netherlands. More and more social media agencies are emerging and I see more and more vacancies for social media managers. At the same time, the call for accountability is also increasing. In other words: what do these investments in social media yield us? That is why I am going to try to delve deeper into the question today: what is the value of a Facebook fan?
But it is a question that is increasingly being asked by clients. Unfortunately, this question is often left unanswered by agencies. Sometimes because they simply do not know the answer. But often because they are afraid that the answer might be a huge disappointment. Often, only the number of fans, likes and impressions (visitors) is considered. A good first indication, but this mainly translates into the media value. The actual value of a Facebook fan is much greater. With some effort, this value can also be largely determined. The only question is how to define the term “value”. Because that can be done in several ways and from several perspectives. For example, from a financial, marketing, media, (e)commerce or customer service perspective. I will now briefly discuss all these value perspectives and give an example where possible.
Financial value
Let's start with the most difficult and comprehensive variant: the financial value. jamaica phone number list Last year, the American social media agency Syncapse tried to link a financial value to a Facebook fan by means of empirical research. They investigated the Facebook fan base of brands such as Adidas, Nike, Starbucks and McDonalds and compared the results with non-Facebook fans. The result: the average value of a Facebook fan is 136 dollars (approximately 95 euros) per year. In addition, Facebook fans spend an average of 78 dollars (55 euros) more per year than non-fans. The researchers did note that this number varies greatly and is very dependent on the brand and the target group. The number of 136 dollars is a total financial value, which includes not only the direct expenditure on products of the brand, but also things like marketing, media and WOM. This value is constructed as follows:
But it is a question that is increasingly being asked by clients. Unfortunately, this question is often left unanswered by agencies. Sometimes because they simply do not know the answer. But often because they are afraid that the answer might be a huge disappointment. Often, only the number of fans, likes and impressions (visitors) is considered. A good first indication, but this mainly translates into the media value. The actual value of a Facebook fan is much greater. With some effort, this value can also be largely determined. The only question is how to define the term “value”. Because that can be done in several ways and from several perspectives. For example, from a financial, marketing, media, (e)commerce or customer service perspective. I will now briefly discuss all these value perspectives and give an example where possible.
Financial value
Let's start with the most difficult and comprehensive variant: the financial value. jamaica phone number list Last year, the American social media agency Syncapse tried to link a financial value to a Facebook fan by means of empirical research. They investigated the Facebook fan base of brands such as Adidas, Nike, Starbucks and McDonalds and compared the results with non-Facebook fans. The result: the average value of a Facebook fan is 136 dollars (approximately 95 euros) per year. In addition, Facebook fans spend an average of 78 dollars (55 euros) more per year than non-fans. The researchers did note that this number varies greatly and is very dependent on the brand and the target group. The number of 136 dollars is a total financial value, which includes not only the direct expenditure on products of the brand, but also things like marketing, media and WOM. This value is constructed as follows: