Assured Social Media

Syncapse the social media marketing company did a survey on 4,000 Fans of the top 20 brands on Facebook, trying to find out their monetary value. The data is useful for companies which are considering marketing in the social media world.

The study is called The Value of a Facebook Fan: An Empirical Review. The investigation predicts that those who are Fans of a brand will generally spend $71.84 more annually than those who aren’t, which makes a Fan to be worth, on average, $136.38 per year.

This method is very different than the one employed by Vitrue in another fan value study a month ago. It is very easy and friendly for non-professional to judge if their fan pages are growing to a good direction.

Vitrue used the cost of recruiting the same amount of people through advertising as an indicator of how much a Fan is worth. If you have spent $100,000 on advertising and received 100 Fans afterwards, the value of a Fan would be $100.

Product spending was only one of six fan benefits that Syncapse studied. The others were loyalty, propensity to recommend, brand affinity (“perception and recall”), media value (efficiency of Facebook vs. other ways to reach consumers) and acquisition cost.

It is believed that Fans have higher value but there are exceptional cases too. There are Fans who have never spent a penny nor recommended the brand to others.

Note that this was just demonstrated as a correlation, nothing more. Nabbing someone as a Facebook fan hasn’t been proven to increase spending in this study. Whether you have spent because of fan pages, you know the best.

What Synapse suggests is merely the likelihood of Fans to purchase and preach. If they care to “Like” the brand on Facebook, chances are that they have purchased and preached already. Perhaps it is wiser to skip recruiting Fans?

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Analysis by Hitwise reveals the popularity of social networks over search engines in certain parts of the world, especially the United Kingdom.

It has been some months that social networks, Facebook for example, have been elbowing popular web searchers like Google. Hitwise’s report announced that the total web traffic of Facebook was more than Google’s in March, 2010, which happened for the first time. It has been a tradition for the Britain using search engines daily.

Now it is no longer a secret that people in the UK are using social networks more than search engines. Facebook captures 55% of all visits in social sites. While Facebook owns 7% of all web traffic, Google gets roughly 9.3%. Unlike other countries or areas like Hong Kong, people use Facebook as home page.

But when UK stats for all search engines were stacked up with data from all social sites, social networks attracted .55% more traffic than search engines. This is a first-time occurrence, but as you can see from the charts below, it’s a trend that’s likely just starting to take off.

Just make a comparison using Alexa’s long-term statistics and that graph, one will notice Facebook is growing fast. You may have learnt through the history of Facebook – very fast, no, super fast, like a rocket.

While social networks such as Facebook don’t pose an immediate threat to search engines for their core functionality – organizing the web and helping people find content – they do pose a large threat to search engines’ largest revenue source, advertising.

Imagine being Google, would this trend get on your nerve? Are you worried about the apparent falling of search engine?

Do you think Facebook’s sudden success will be long-lasting? Even if the effect does not last for long, but you see how powerful facebook is – what Google did – Buzz, iGoogle – not as successful as before, especially for heavy users of facebook.

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