Are Facebook fans worth the PR investment?

By Matter

We’ve all gone through the pros and cons of whether a client should start a Facebook page, but thanks to a recent survey by social media measurement firm Syncapse, that pro/con list might become a bit clearer.

The survey resulted in some interesting stats – like the average fan is worth about $136.38 – that show social media engagement can be linked revenue generation:

  • On average, fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as fans of, compared to those who are not fans.
  • Fans are 28 percent more likely than non-fans to continue using a specific brand.
  • Fans are 41 percent more likely than non-fans to recommend a product they are a fan of to their friends.
  • An average fan may participate with a brand ten times a year and will make one recommendation. But an active fan may participate thirty times and make ten recommendations.

Similarly, social media guru Brian Solis also reported yesterday that social media engagement does indeed have its rewards, quantifying word of mouth leads Facebook and Twitter can generate for brands:

At the end of the day, it’s between you and your client whether Facebook and Twitter are the right move for their brands. But surveys like these showing the potential return on investment make it hard to hold out for much longer.

What’s your take – do stats like these mean it’s best for all brands to be on Facebook and Twitter?