How much is Starbucks’ 6.5 million fan base is worth? $23.4 million in media annually, or broken down to a per capita number, $3.60. So says Vitrue, which which has developed a way to value Facebook fans. According to its research, a Facebook Page with one million fans is worth a minimum of $3.6 million in earned media annually, it said in its blog.
Vitrue came to this conclusion by determining that the ratio of impressions to wall posts was approximately 1:1 (0.96:1 to be exact). Hence, a one million Fan Facebook Page can average one million impressions with a single post to the wall and a two post per day strategy would garner approximately 60 million impressions per month. To place a CPM value to that, Vitrue factored a conservative $5 CPM.
But is it that easy? Even Vitrue is quick to say it is not, pointing to wall posts with such social engagement as clicks, comments, likes, plays and shares. “Brands engaging their Fans stand to…
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