What is a Facebook Fan worth to a nonprofit group?
That figure is based on the number of impressions, or mentions, that a company receives whenever it posts a new item to its Facebook group page. If it posts an average of two messages per day to its fans, it makes two impressions on each fan. In turn, the business gets additional impressions when those fans re-post or pass along those messages to their friends.
Countring those pass-along messages, if a business has 1 million fans, two posts a day equate to about $3.6-million in equivalent media impressions, Vitrue found.
“Of course, the figures don’t include perhaps the most powerful incentive for brands building fan bases: social customer-relationship management,” Adweek wrote in its report on the study. “Marketers often use their Facebook hubs to inform fans of new products, services and promotions.”
The study offers some food for thought for nonprofit leaders as they attempt to justify investing time and resources into building social networks.
Many charities that use Facebook and other social networks measure the amount of money they raise through these networks. But the idea that fans and followers can also bring what amounts to free advertising could make some groups reconsider the way they measure the return on investment for creating and building social networks.
What do you think? Does this study change the way your organization will measure its social-media investments? Do you think the $3.60 per fan figure translates to nonprofit groups? Post a comment below to share your thoughts.