Why Facebook Likes are worth $174 to your brand

A new report from Syncapse details monetary and brand value of Facebook Likes today

When a Facebook user likes your brand page, that click is worth US$174.17 to your brand-a 28 per cent increase since 2010, according to a new report.

For its study, " The Value of a Facebook Fan in 2013: Revisiting Consumer Brand Currency in Social Media," social intelligence company Syncapse surveyed more than 2,000 Facebook users who have liked a brand. The research took into account factors such as product spending, loyalty, propensity to recommend, media value, acquisition cost and brand affinity to determine the value of a Facebook fan.

"The increase in average fan value is driven by fans' tendencies to be super consumers," the report says. "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."

Here's a look at some other key findings from the report.

Facebook Fans Spend More Money, Advocate More

According to the report, Facebook fans not only spend more money on the brands they fan ($116 more per year than nonfans), they also spend more within the brand's sector-43 per cent more, despite not having a higher income than non-fans.

Facebook fans are also 18 per cent more satisfied with their brands than non-friends, and 11 per cent more likely to continue using the brand than non-friends.

Because 20 per cent of customers represent 80 per cent of revenues, the report says, the better you can isolate key customer segments, the more relevant your messaging can be to drive loyalty and introduce the best offers to spend more.

Brand managers should aim to interact with customers on Facebook to understand what they're passionate about, solicit their input and enable a feeling of ownership, the report advises. Conversely, they should avoid chasing people who are unfamiliar with the brand, have no vested interest, are skeptical and are far from being converted, it says.

Brand Fans Are Super-Consumers

Facebook users who like your brand are much more active in social media, with two-thirds of brand fans also being a fan of more than 10 brand pages at any given time, the report says. Almost two-thirds of brand users who are nonfans have liked 10 or fewer pages.

Facebook fans are also vocal about what they do and don't like. According to the report, on average, 75 per cent of fans are likely to share good brand experiences, promotions and discounts with their Facebook friends. Two-thirds of fans are also likely to share a bad brand experience.

Because your brand's Facebook users are your evangelists, the report recommends prioritizing your marketing investment by ensuring they're happy: Make sure they feel appreciated and nurtured, and find ways to talk about your brand and share their opinion. Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

What happens when the 'market' becomes a 'customer'?

One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”

3 Metrics to measure B2B content marketing ROI

Content marketing has become a key pillar for marketing departments of all sizes across the world. But how do you measure – and ultimately prove – the effectiveness of the time, money and energy spent on content marketing?

How global brands can connect on a local level

The dot-com boom allowed brands to easily access the global market. Thanks to this increased exposure and worldwide awareness, brands can no longer exist in a local bubble.

Dan Ratner

managing director, Uberbrand

Informative comments , I loved the info , Does anyone know if my assistant could get ahold of a blank 2011 IRS 8804 - Schedule A document...


Telstra unveils fresh digital content media services

Read more

So, the one thing I would say is .. the customer already has a voice, whether you wanted them to have one or not .. and they have a platf...

Paul Gilbert

Why digital strategy equals customer experience

Read more

Appliances online are doing a good job online, but they're still not giving customers a truly powerful online experience in my view. Wher...

Graham Howlett

Navigating the future of omni-channel retailing

Read more

For both businesses and marketers alike who want a digital marketing platform that supports data visualization, integrated analytics and ...


Adobe to bolster analytics capabilities of Marketing Cloud with Digital Analytix acquisition

Read more

Good Content is a crucial part in Marketing ROI. No doubt metrics like sharing & engagement, consumption, & lead generation &...


3 Metrics to measure B2B content marketing ROI - B2B marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in