Perceived value of Facebook fans: Measurement and accountability

Laurent Flores and Kimberly Struyk

This paper provides an overview of how to assess the value of a Facebook fan by utilising various metrics which measure value in terms of encouraging a reaction from a user.

Perceived value of Facebook fans: Measurement and accountability

Laurent Flores and Kimberly StruykCRM Metrix

Abstract

The purpose of this paper is to provide an overview of how to evaluate the value of a Facebook fan by utilizing various metrics that will be discussed throughout. We have learned that many metrics indirectly derive at value and that value is not always about dollars and cents; instead, it is also focused around sparking consumer reactions. So beyond the "number of Fans" or "quantity of Fans," it is also important to measure the value of Fans. There are five metrics...

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