What's a Facebook "fan" worth to advertisers? According the Vitrue, the value stands at $3.60.
The social-media specialist has determined that a fanbase of 1 million users will amount to $3.6 million a year in equivalent media, reports Adweek. Its conclusion was based on the impressions generated in Facebook's news feed. Vitrue analyzed data from its clients -- which included 41 million users on Facebook -- and found that the average fan yields a little more than one impression. This means that a marketer posting twice a day can expect 60 million impressions per month through the news feed.
The science is not exact, however. As Vitrue discovered, the impression-to-fan ratios varied across the gamut of brand names. Some brands generated a mere .44 impressions per fan, while others went as high as 3.60.
Vitrue arrived at its conclusion by working with a $5 CPM. In this model, a million fans would generate $300,000 in media value each month. Starbuck's 6.5 million fanbase is worth $23.4 million annually.
Vitrue stressed that a large fanbase does not equate to success, however; marketers also have to play an active role in keeping their fans engaged.
