The True Value of a Facebook ‘Like’

Although click-through rates on banner advertising on social networks seem to line the bottom of the inventory barrel, marketers remain convinced that fans on their Facebook brand pages generate significant returns.

A new survey from Millward Brown, Dynamic Logic and the World Federation of Advertisers shows that by cultivating a Facebook fan page, marketers can confidently expect to improve the level of brand loyalty among their Facebook fans as well as create an engaged audience from which to glean important customer insight.

The survey looked at 24 brand fan pages and involved interviews with over 3,600 actual fans, as well the marketing executives responsible for the pages. The survey analysts noted that the number of fans was not critical in achieving these returns; in fact, the fan page with the most fans performed the worst.