The Value of A Facebook Fan &
Other Social Media Measures we are not buying

Have you seen the recent study saying a Facebook fan is worth $3.60 per year?

Our take: We don’t buy snake oil.

At Wordsworth Communications, we believe measurement should be rooted in the individual client's objectives. What equals success for one client may not equal success for another client. Some clients are focused on encouraging website traffic. Some clients are interested in finding a very niche audience and engaging with them on a specific topic. Some clients need donations, while others are seeking volunteers. Others want to encourage brand loyalty.

In each of these instances, would saying each of their Facebook fans is worth $3.60 make sense? Would that number demonstrate the value of the Facebook page to management based on the objectives? Does $3.60 multiplied by the number of fans demonstrate awareness, website visits, brand loyalty, or funds raised?

It sure doesn’t.

Moral of the story: watch out for gurus selling magic potions. If it seems too good to be true, it probably is.