Starbucks has 6.8 million fans on their facebook page. Definitely a lot of fans but what are they worth? Well,given time someone surely will take a stab at it,and Virtue Social Media did. In a recent blog entry,Virtue calculated the per capita worth of a Starbuck’s fan as $3.60. According to Virtue’s research a Facebook Page with 1 million fans is worth a minimum of $3.6 million in earned media annually.
In a Febraury blog entry,What is a facebook fan worth?,I dimensionalized a method for calculating the worth of a facebook fan,and outlined a three tier approach:recruitment,engagement,and advocacy. Virtue’s calculation is a start. As they state it is a measurement familiar to many online marketers:earned media or cost per impression.
We all know the value of a fan goes much deeper. Virtue caveats their calculations with this is only the tip of the iceberg. I agree.
