ThoughtBuzz

ThoughtBuzz is a social media intelligence company in Singapore. We help companies "understand" social media and have fun along the way

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Measure your Facebook fan’s worth!

E-Commerce sites work hard to drive more traffic to their websites to realize higher sales. But if no one is finding your site/ blog, it’s tough to engage with prospects and begin the process of selling them any products/ service.

Traffic is generated through established norms such as search engine optimization (SEO), email marketing campaigns, Google Adwords or even a social media marketing program on Facebook.

Why Acquire Facebook Likes?

Acquiring Facebook “likes” has become the major goal of many social media marketing efforts so that it opens the communication channel to their network of friends and relatives increasing traffic and brand awareness.

This is good to know but what is that Fan worth in creating an increase in actual traffic to a website?

What is a Facebook Fan Worth?

A recent study by Hitwise in the UK has revealed that a Facebook fan is worth 20 additional visits per year to an on-line stores.

The figure of 1 fan = 20 extra visits to a website uses a unique methodology that combines Hitwise data with data from Techlightenment. They took the top 100 retailers ranked in the Hitwise Shopping and Classifieds category and benchmarked visits to those websites against the number of fans those brands had on their Facebook page. They then also looked at the propensity for people to search for those retail brands after a visit to Facebook.

What is a Facebook Fan Worth In Hard Cash?

All good on-line retailers know their ratios and will know how many sales they will achieve for every 100 or 1,000 visitors to the web site. From there it is easy to calculate the direct cash benefit in cold hard sales.

It will vary from store to store depending on conversion rates, average sale values and industry benchmarks. If your ratio was an average sale of $20 for every 100 visits then each new Facebook fan would be worth $4 in additional revenue per year. That starts to put some perspective on the cold hard cash you may be missing out on by not having a Facebook presence or active marketing campaign to increase your Facebook likes.

Eventbrite (an on-line ticketing company) calculated that for them a Facebook like is worth $1.34

So there you have it. A Facebook fan is actually bankable.

Do you have a Facebook page and are you building your likes?

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