A few weeks ago, the internet was abuzz with facts and figures breathlessly reporting the newly-calculated value of a Facebook fan. Two of the most talked about studies had very different findings about how to value brand communities.
A study by Vitrue assessed the average Facebook fan at $3.60 – based on a model of media impressions. On the other end of the spectrum, a study by Syncapse featured a more complex approach and a much higher valuation – $136.38.
Both are good examples that your outputs are only as good as your inputs.
The studies’ flaws have been well-documented elsewhere. And I won’t spend time on the methodology of either except to say this: The value of your fans – whoever they are, online or off – depends mostly on how you connect with them. How you inspire them. How you turn them on. And that is a key element that is missing from both formulas.
ROI models struggle with the qualitative. It’s always been my soapbox with average ROI’s of media. They can’t take into account the value of the creative. Good creative moves mountains. Mediocre creative doesn’t.
We live in an Age Of Engagement. Leaving that out of a formula to determine the value of your brand community is the equivalent of Einstein settling on e=c2.
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