We all agree: Facebook is an excellent tool to grow an audience of loyal fans. We see it working and we constantly seek new ways to utilize the power of a Facebook fan page.
If you don’t buy into words like “engagement” and “loyalty” and “branding” and need to see NUMBERS to prove ROI of Facebook, FINALLY….this one is for you.
Have we truly quantified the value of a Facebook fan? Do we have a new tool to evaluate ROI on Facebook campaigns?
Most importantly: where did this 1 = 20 figure come from? According to a report from Experian Hitwise Intelligence:
The figure of 1 fan = 20 extra visits to a website uses a unique methodology that combines Hitwise data with data from Techlightenment. We 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. We then also looked at the propensity for people to search for those retail brands after a visit to Facebook using our Search Sequence tool.
My Opinion: I’m a big fan of quantified data and research. Ultimately I think this new variable can vary depending on a variety of factors and I would love to see more research on this topic. It’s a start!
Your Take: Based on your experience with Facebook, do you believe it is realistic to assume that 1 Facebook fan = 20 website visits?
Read the full article HERE: