How Much Is Your Facebook Page Worth?

647 days ago by Willis Wee, in Uncategorized

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We have previously written that each Facebook fan is worth $3.60 per year.

Cool. So, this piece of statistic has enabled us to calculate how much our Facebook page is worth. Well, at least in terms of media value.

It is a good way to measure your Facebook page’s media value and inform your boss how successful it is. But is that what he really wants to know?

Or has this piece of statistic made us look at our Facebook page through rose tinted glasses?

Trying putting yourself in your boss’s shoes. He probably doesn’t care much about the media value of his Facebook page. He may be impressed initially but what he really wants is sales. So, be clear that the worth of your Facebook page is measured by its return on investment (ROI) and not by media value.

Think twice before you hurry off using this statistic in your proposal or performance update. The figure may be impressive but backing your proposal with figures that bosses and clients really care about could save you from unwanted embarrassment.

Tags: Business, Facebook, Marketing, ROI

About Willis Wee

Founder of Penn Olson who is also an entrepreneur since 2005. He has had experience in crafting social media strategies for organizations such as Marriott Vacation Club, James Cook University, Reach Singapore and Unilever. Contact him at willis[at]penn-olson[dot]com

View all posts by Willis Wee →

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deargod

Hey, you made a typo. How Much Does IS Facebook Page Worth?

I applied to be a writer a few weeks back. Any news?
deargod

Hi you made a typo – How Much Does IS Facebook Page Worth?

Nice article though

By the way, I applied to be a writer a few weeks back and still I have no answer. Thanks.
http://twitter.com/williswee Willis Wee

thanks. edited it! could you send us your application again? willis [at] penn-olson.com

thanks again!
http://www.facebook.com/lookintheair Dan J Farmer

Hey Guys,

Just saw your article. That was the Vitrue evaluation you are talking about, which was highly discussed and people don't really trust it (For e.g. they measure, that every Fan receives and impression if a new update was made. Everybody knows that you can just click the “hide” button) (see an example of a critic here http://www.communicationammo.com/2010/04/why-vi…).

Since you are a publisher you should be able to evaluate the “worth” of a fan very easily. While Vitrue uses a CPM-model, you can identify the CTR of your Facebook page and calculate it down to how many impressions your fans coming from Facebook account for. I did that for my own page (http://www.social-brand-value.com/2010/04/14/pu…) and calculated a 0.8$ worth of a fan at a CPM of 45$ (Average in Switzerland). If I'd take a CPM of 5$ every Fan would be worth 0.08$.
(This calculation is only possible if you are a publisher tough and can not be transfered to brands with a Fanpage, since brand awareness and brand image is hard to measure).

So don't use the 3.6$ too excessively.

Cheers and love your blog!
Daniel
http://twitter.com/williswee Willis Wee

thanks! I love the point you made