What is the value of a Facebook Fan?

May 17, 2010
Facebook pages are becoming more and more popular with marketing your business; perhaps you have already taken the necessary steps to build your fan base. Beyond that, however, have you ever wondered how much a Facebook fan is worth? The ROI of a Facebook fan is $3.60 annually.

Virtue, a social marketing group, sought the answer. Their research indicates the earned media value of one Facebook fan is $3.60 per year. In addition, the impression that a single wall post makes on the fan page is 1:1; in other words, for every wall post made public, an impression is made on a fan. That means one post per day for a month with a fan base of one million would be 60 million impressions.

Virtue placed a $5 CPM (cost per thousand views) value to the earned media. The equation figures that a fan page with one million fans gives $300,000 in earned media a month.

1M impressions x 2 posts x 30 days = 60M impressions

60M impressions / 1000 x $5 CPM = $300,000

Considered in a larger scale, a fan page with one million fans would have the earned media of $3.6 million, annually.


Although it sounds like a very simple way to create free advertising for potential clients, having a fan page is not enough. The page needs to continue to attract new fans while keeping the old fans coming back for more.

Insivia wants to know: what do you think about this equation?

About Insivia

We're a SaaS Growth Agency scaling SaaS & technology companies through brand positioning, integrated marketing, web design, sales and retention.