Recently, a lot has been written on the value of a Facebook Fan. Some claim that they're worth as much as
, while others claim the figure is merely
. So who's right?
The answer is that it depends. For starters, the value varies from company to company -- and even within a company, the value of each fan can vary widely. But regardless of that variation, there are three things you can focus on to maximize the value of your organization's fans.
3 Ways to Maximize the Value of Your Facebook Fans
1. Propensity to Evangelize
- Are your fans helping you grow your business? Make sure you're sharing remarkable content on your fan page to encourage your fans to interact and broadcast your message to their networks. Keep track of the impressions and feedback scores for your posts to see what works for your business. At HubSpot, we've found that asking a questions whenever we post an article encourages people to engage and share the article with their networks.
2. Consumer Loyalty
- In general, the more engaged a customer is with a company, the more likely they are to purchase from that company again. A great way to make someone feel engaged is by establishing personal relationships with them. We try to respond individually to every question on our page as soon as we can to nurture that type of relationship.
3. Product Spending
- Are your fans buying what you're selling? If you have a lot of fans but not a lot of customers, then you might consider putting more direct offers in your page. Including a promotion or special offer on your page that's exclusive for fans is a great way to convert them into customers.
It's important to consider how your Facebook fans are adding value to your organization. While the value can be a difficult number to pin down precisely, there are certain strategies you can utilize to make sure you're leveraging your Facebook Page to add the most value to your organization.