Not all fans are equal and, indeed, not all brands must turn to Facebook to drive their business. No matter the brand, however, the question of the return on investment and the value of a fan are central to any decision to participate and invest in a social media strategy.
The short story is that there is no way to place a single value on a fan. The answer to the question: "What is the value of Facebook Fan?" is that “it depends.” Not only are some fans worth more than others, but the way you build up engagement on your page makes the value of a fan more or less potent. This means identifying, for example, who are the major (offline) purchasers, who are the most influent and who are the most engaged. With each category a different type of treatment should be considered.
What is the Value of a Facebook Fan?
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