According to data from social media marketing firm Vitrue, reported in AdWeek, a Facebook fan isn't even worth five bucks! The article says that a fan base of 1 million "translates into at least $3.6 million in equivalent media over a year." Vitrue looked at data available from its clients, who have "a combined 41 million fans" on Facebook. It found that since "most fans yielded an extra impression," twice-a-day posts should yield about 60 million impressions per month on a page that has 1 million fans. AllFacebook does a good job explaining the rest of the math. Raj Dash writes,
"The numbers work like this. If a brand posts to their Facebook Fan Page twice a day and have a million fans, that's 60M impressions per month in the collective 'news feed'. Vitrue used a figure of $5 CPM (Cost per Mille, aka Cost per thousand impressions), so 60M impressions would result in $300K/month of media value. I.e., what the brand might have to spend elsewhere to get the same eyeballs. That $300K /month is $3.6M/ year, meaning that with 1M fans, the average value is $3.6 per fan.