How Much is a Facebook Fan Worth?

When web intelligence experts Hitwise say something the industry generally listens. This week’s bold proclamation that every Fan on a retail company’s Facebook page equates to 20 extra hits to their website has definitely reignited the debate around the actual worth of a social media presence.

Whilst being specific to the retail sector and using big players like Topshop and River Island, it still drives home the point that the seemingly intangible benefits of social media are becoming increasingly tangible.

Potential for Positive Effects on Business

Hitwise cite a “unique methodology” of data comparison as the source of this statistic, though unfortunately they don’t give much more away – likely due to these methods being part of a new service offered by the company – but truth-be-told even if that statistic was halved or even quartered it would still prove a klaxon-call in the ears of even the most doggedly anti-social media of MD’s.

Social media’s potential for positive effects on a business is unquestionable, it’s the real-world worth that companies are now demanding and thanks to increasingly available data analysis, software and websites, these truths are slowly creeping out into the wider business consciousness.

The 1-to-20 ratio may well prove to be slightly optimistic, but with Google now throwing their hat firmly into the fray with their Google+ offering the opportunities to put this to the test are increasing.