Figuring out the value of a fan
In their article, Facebook Fans Valued at $3.60 Each, Mashable’s Christina Warren reports on the latest study by Vitrue (also covered in this Adweek article - hmmm this topic seems to have a lot of people interested in it…) showing that the value of a fan can be expressed in “earned media” - or impressions for updates that post to your user’s news feeds.
It’s good to know that there might be some marketers who feel they can relax a little bit now - after all, impressions at least are relatively understood. But the really exciting thing is how much of an iceberg tip it really is - since the actions by users like Commenting, Likes, and Shares are also big influences, and probably still unknown - the blog post just hints at doubling or tripling the impact!
Vitrue is pretty forthcoming about the best practices that we have seen emerge, however, regarding deeper connections and better penetration - no surprise that relevant content, rich media and engaging Acts are the traits of more successful Pages.
It’s a cool time to be working in marketing - and a cool time to be working with clients to determine what the value of participation in the social space means for Brands and their consumers.
