A study from Syncapse is generating some attention in the marketing world. Surveying over 2,000 Facebook users, it has determined that a Facebook Page like is worth $174.17.
Feel free to keep a grain of salt handy, but the abstract says, “Brand marketers are sobering up and asking hard questions around the ROI of social marketing. Perhaps no question is asked more often than ‘What is the value of a Facebook brand Fan?’ According to new Syncapse empirical research, the average value of brand Fans in key consumer categories has increased 28% to $174.17. 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.”
You can download the whole thing here.
This isn’t anywhere close to the first time we’ve seen attempts to attach specific values to Facebook likes. Here’s one from 2011, for example.[via CIO]