BE AWARE

Adweek reported that a Facebook Fan is worth $3.60 of media value. The reason for quantifying how much a “fan” or “follower” is worth in dollars and cents is so companies and organizations can have some clue of ROI to justify being in social media. As Adweek said, “…the most powerful incentive for brands building fan bases: social customer-relationship management. Marketers often use their Facebook hubs to inform fans of new products, services and promotions.” A company called Vitrue did the “study” Adweek cited. They are in the business of selling technology solutions for social media management – a fact I didn’t see in the AdWeek piece. Vitrue investors are Comcast Interactive Capital and Turner Broadcasting System, Inc., a Time Warner company. How much is that research worth?