Facebook Fan Worthfb image

You can’t put a price on happiness. You can, however, put one on a Facebook Fan.

According to Syncapse and research firm Hotspex, a Facebook fan is worth around $174 to a brand. This has increased 28% since 2010. Factors taken under consideration in the study include: corresponding product spending, brand loyalty, propensity to recommend, media value, cost of acquisition and brand affinity.

Of course, that general number varies depending upon brand products and services. The average purchase rate of a Walmart fan will certainly differ from Nike or Xbox, for instance, and a higher rate makes a fan more valuable. (It’s important to take this information with a grain of salt, considering that in 2011, another company claimed Facebook fans were only worth $10).

Facebook Ad Targeting

Facebook continues to make waves in the marketing world as it improves available ad options. An extension of Custom Audiences, “Partner Categories” is a new segment targeting solution for brands on the social network. Facebook has partnered with three third-party shopping data firms to make it happen: Datalogix, Acxiom and Epsilon.

With data from the third-party firms, Facebook can provide 500 specific segments for brands to choose from in targeting. This includes information such as consumer interests, like and purchases – meaning options can be as specific as “people who buy dairy products” or “people who buy corporate attire.”

This new targeting data is beneficial for small businesses who can’t afford to be wrapped up in bidding wars – because Facebook is partnered with the data companies; their money goes straight to the ads. As summarized by ClickZ, this is a: “Win for Facebook, potential win for ad buyers.”

The accuracy available from this niche targeting opportunity is immense, and yet to be completely uncovered. Marketing options will only improve as Facebook continues to grow far past 1 billion users and businesses expand their presence on the network. It’s vital to optimize your brand page on Facebook now, in order to reap the benefits of targeted posts and ads in the future.

Contact ZOG Digital today for a social media optimization audit.

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