Point of View: The cost of conversation

There’s an awful lot of blah around the ROI of word-of-mouth. The fact that the industry is asking ‘what is the value of a Facebook fan?’ – or ‘how much is an independent, positive recommendation from a consumer worth?’ – reflects a timely need to prove the power of social in cold hard cash.

The cost of conversation

Molly Flatt

There's an awful lot of blah around the ROI of word-of-mouth. And, yes, I'm probably responsible for about 70%, so shoot me. Bottom-line discussion always gets more online attention than anything else.

Syncapse recently announced that the average worth of a Facebook fan for the top 20 US brands is $ 136.38, based on a combination of how much they spend on the products, loyalty, recommendations and earned media. The fact that the industry is focusing on questions such as 'what is the value of a Facebook fan' – or, rather more usefully, 'how...

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