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(London.CityRegions.com, May 05, 2013 ) England, UK -- There is a new study that suggests that Facebook “friends” are actually worth a lot more than a simple slew of social media posts.
Syncapse, which is a intelligence company that specializes in social media, conducted research that focused on the concept that each individual “like” or “friend” a brand can receive generates nearly $174.17 for that brand. The number seems to represent a 28% increase over the 2010 value that was indicated for the same liking or friending.
The study by Syncapse observed over 2,000 users on the popular social media site, and noted who they liked or friended in terms of brands. The utilization of analyzing dynamics showed product spending, loyalty, page recommendation, and so on. From that, the company was able to determine that the standard like or “fan” action by a user equaled $174.17 all told.
Those who were fans of particular brands were shown to spend $116 more on a given company each year than those who were not fans of the same company. The study also noted that fans spent 143% more within the brand's industry, as compared to non-fans.
But how to cultivate the fans in the big question. The study noted that the key in cultivation on Facebook is the identification of “key customer segments”, which is a more intensive way of saying “active niche”. The gathering of information that identifies the group so that campaigns can work better allows a company to more efficiently gain revenue and returns, as well as cultivate loyalty.
Opinion is also important to fans and users. The study noted that Facebook users that felt their opinion played any sort of role in shaping a particular brand are much more likely to actively participate in positive reaction responses on all forms of social media.
"The increase in average fan value is driven by fans' tendencies to be super-consumers," the report said. "Not only do they tend to be brand users first, they spend more, engage more, advocate more and are more loyal. The significant and increasing value of a Facebook brand fan affirms past social marketing investment and mandates deeper commitment and accountability in the future."
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Source: EmailWire.Com
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