If you’re a Facebook brand fan, you’re worth 28% more than you were only three years ago. Doesn’t that make you feel good, to know that your value is rising in the social media world? Right now, you’re averaging about $174 but some brands, like Levis, are ready to hang a much higher price tag around your neck.
Want to know which brands value you more than others? Syncapse has the answer:
(The third one down is Monster Energy Drink)
Young, hip brands such as Victoria’s Secret and H&M put the highest value on their Facebook Followers. Old standbys such as CocaCola and Nike, come in under the $100 mark.
Syncapse’s study makes a correlation between low value and retailers with lower price but I don’t see it. Surely Levi’s and Nike are in the same price category but Levi’s fan value is way above Nike. Also, McDonalds is over the average but Subway is below. Xbox is near the bottom, but their price point is certainly higher than that of CocaCola and Dr. Pepper. No, I prefer my logic, which is that hip companies have better Facebook fans.
How did Syncapse arrive at these numbers? I’ve got that, too.
The study compared Facebook Fans and non-Fans based on their product spending, brand loyalty, propensity to recommend, media value, cost of acquisition and brand affinity. For example, 20% of a brand’s customers represent 80% of revenues, and that 20% segment often indexes highly within a brand’s Fan membership. Data were collected from over 2,000 panelists residing in the U.S. in late January and early February 2013.
One of the things that makes a brand fan so valuable is that they’re more active on social media than non-fans. Two-thirds of fans follow 10 or more brand pages while most non-fans (of a given brand) follow less than 10 pages. The best news is that 75% of fans are likely to share good brand experiences and promotions with their Facebook friends. But beware, two-thirds said they would also share bad brand experiences.
If you’d like to know more. You can download “The Value of a Facebook Fan 2013” and all it will cost you is your contact information. What’s that worth?