Certain companies have worked hard at developing fanbases on social networking sites like Facebook, but it’s been hard to put a dollar value on their marketing worth. Well, social media specialist Virtue has put a quantitative rating on it: one million fans translates into at least $3.6 million in equivalent media over a year. By studying clients with 41 million combined fans, Virtue found that most fans yielded extra impressions, so that a marketer posting twice a day can expect about 60 million impressions per month through the news feed.
“It’s important to understand that once you build that fan base, you want to make sure you’re leveraging it,” said Michael Strutton, chief product officer at Vitrue.
However, the study found that those brands that are more engaged or appealing to their fans could have up to 3.6 impressions per posts, while other brands had as low as .44 impressions per fan. Considering the fierce loyalty that games and gaming companies provoke, they should definitely look into investing in such sites if they haven’t already.
“It helps [marketers] justify the spend they’re making, especially in acquiring a fan base and engaging that fan base,” Strutton said. “When you start to [add] engagement value, it goes higher. We were trying to get an easy-to-understand valuation terminology.”
Source: Adweek {link no longer active}
