Comments on: Not All Fans Are Created Equal

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By: Social Media Chimp » What’s your Facebook fan worth?

Social Media Chimp » What’s your Facebook fan worth? — Sun, 09 May 2010 14:40:46 +0000

[...] happy with the study and a few even poked holes in the formula and assumptions made. I also wrote about it here if you’re interested. Despite the formula flaws, I do think it’s a good start to something [...]

By: Michael Brito

Michael Brito — Mon, 26 Apr 2010 16:21:05 +0000

hi Sara — thanks for your thoughtful comment. I agree with you 100% and I truly believe that we will never really know the true value of a community member/fan/follower/subscriber because human behavior changes all the time.

With this formula, however, it’s a good start to something that is so much more robust.

Michael

By: Sara Bearchell

Sara Bearchell — Mon, 26 Apr 2010 14:51:48 +0000

Thanks for the great posting- I just stumbled on the same article myself. This is one of the first real attempts to place a dollar value on Facebook fans that I’ve seen, and it’s an intriguing idea but I agree with your thinking here.

For me, this approach is basically an ad equivalency value model that relies on an apples to oranges comparison. Just like with traditional media, you can’t quite equate editorial content with advertising. They are two different things that play different roles in the media landscape for both creators and audiences, and just can’t quite be equated.

I think the same logic holds true in social media. An ad is totally different from a Facebook posting or stream of content that users subscribe to online, and using an ad equivalency model to create a dollar value means ignoring all of the dynamics of human social interaction, influence, placement, audience engagement, etc.

While I would love to see a simple formula that allows us to calculate the value of community, I think a combination of quantitative and qualitative measures will carry us further when talking about value.

By: What’s your Facebook fan worth? | Social Media Blog by Michael Brito

Tue, 20 Apr 2010 10:42:49 +0000

[...] at $3.60 each in earned media for brands. Not everyone was happy with the study and a few even poked holes in the formula and assumptions made. However, I think it’s a good start to something many [...]

By: Dena Lawless

Dena Lawless — Mon, 19 Apr 2010 15:24:49 +0000

Michael, I’m hoping you will take this to the next step and lead ‘best practices for FB measurement.’ I agree with you and Chris. In every social network (Ok let’s just say Facebook), there are hyperconnectors, influencers, mavens (they go by a few name but basically those that influence others). They have, by far, a lot more value.

By: Michael Brito

Michael Brito — Mon, 19 Apr 2010 11:57:02 +0000

Hi Rebecca — thanks for the comment and RT! : )

Yeah, not everyone was happy with the study and some even poked holes in the formula and assumptions made. I do think it’s a good start to something many marketers are looking for – what’s the return on investing budget and human capital on a Facebook fan page? We may never know the true value because human behavior changes all the time and technology isn’t quite there yet.

Michael

By: Rebecca Denison

Rebecca Denison — Mon, 19 Apr 2010 11:38:49 +0000

Michael, I am so glad you wrote this! I saw that post last week and was just flabbergasted by their methodology and assumptions. I’m glad someone got the chance to look at it with some more realistic numbers and assumptions.

I’d love to learn more about how exactly you calculate impressions, frequency and reach. This could be a great jumping off point for one standardized FB metric.