Fanpage value - open discussion

Peter Shaw · Jun 22, 2011

So "back in the day", fans were once worth, or said to be worth approximately $0.01 each.

Over the last year, I have heard different stories about them being worth less, and sometimes being worth more. I guess it depends upon the demographics of the fan - the country they are from, age etc. aswell as if the page with the fans on is targeted.

What do you guys think the average value per fan, on a regular fanpage is worth?

Untargeted?
Targeted?

Leave your comments and questions you may want answering, as I'm sure myself or others will answer it.

Personally, I was wondering how much the "really viral pages" that get say 100k fans in 2 days are worth?

Regards, Peter.

Fuggz · Jun 23, 2011

To me it depends on quite a few different variables, here are the things I consider when calculating what I believe the worth of a fanpage to be:

-Are the fans REAL?
-Where are the fans from?
-What niche would most of the fans fall into
-Were the fans obtained by fanpage using advertising, viral marketing or were they all natural (people typed into search bar or clicked from friends post only). Internal to facebook or External?
-How interactive are the fans?
-How steadily is the page gaining fans?
-How many active users are there?
-How much content was shared and how much feedback/response?

There are a couple of other factors involved I won't discuss.

Now that all being said is there a formula that you can use that will be flawless?

NO!

Why?

There are too many other variables involved that you may not be able to account for.

Example:

FP1 and FP2 share the same niche. They both have 100k fans all from the same demographic, and both share 90% REAL fan percentage. The both have obtained the fans through internal searches and link clicks in facebook. They both have similar active monthly users, who share content and interact in a similar pattern, with alike feedback response to the fanpage.

Now here is the kicker, is one worth more than the other to me?

YES!

Why?

There are again many other variables involved, but here is one:

All combined fans of FP1 have an average of 219 friends a piece.
Friend of Fan Average(FOFA)= 219

All combined fans of FP2 each have an average of 459 friends each.
Friend of Fan Average(FOFA)= 459
Aha, so FP2 is worth more!!!

WRONG!

Why?

Yet once again there are many different variables involved. Example:

FOFA of FP1 is only 219, but out of those 219, 3 x as many friends are from the same demographic with the same similar interest to the niche as with FP2.

So FP1 is worth more???

This is as much as I am willing to share.

Can you get a very rough estimate of what a fanpage may be worth? Maybe, but the only way you could get a semi-precise estimate is if you elaborated on and finished my algorithm, which would take having access to facebook database.

This is one of the reasons facebook is worth so much. Not only do they have your personal details and interests, but they are able to accurately calculate things like this which can be very lucrative to the proper advertiser.

Hope it is not too complicated I am in a rush and don't have a lot of free time.

In my free time I am authoring an E-book entitled
"The Dynamics of Facebook Fanpage Worth"

I have a never ending updated software I have built to help aid me in making these determinations:

Feel free to PM me for my opinion on the true value of any Fanpage

bookmarc · Jun 23, 2011

Actually we have been debating this issue in the office for almost two weeks. and there is no prize for guessing but we simply cant seem to find a number that will give us an ROI. actually we looking to buy fanpages from another member here at BHW the problem is his asking price and what we can come up with vastly differs mainly due to demographics and other factors such as facebook using the ban button. and that all its takes.

we are debating this from several angles. from pure means to drive traffic to sites to conversions. but still its hard to put a figure on it...

@peter when you say 1 cent i would assume you are talking about an average American fan? right? or would that be world wide. and the traffic being english?

i fully agree that the price also depends on the niche and how involved the public is amongst other things.

This discussion would help some. i hope.

milton · Jun 23, 2011

Peter Shaw said:
So "back in the day", fans were once worth, or said to be worth approximately $0.01 each.

Over the last year, I have heard different stories about them being worth less, and sometimes being worth more. I guess it depends upon the demographics of the fan - the country they are from, age etc. aswell as if the page with the fans on is targeted.

What do you guys think the average value per fan, on a regular fanpage is worth?

Untargeted?
Targeted?

Leave your comments and questions you may want answering, as I'm sure myself or others will answer it.

Personally, I was wondering how much the "really viral pages" that get say 100k fans in 2 days are worth?

Regards, Peter.

I think it depends on their responsiveness. Obviously a fresh viral page will be more viral than an old one. However, an old one with many members may still be responsive.

Today, fan pages are easily getting deleted and publisher rights are taken away. Facebook is not looking back twice on it - so this hurts the market price. I would say fan pages today are not worth what they were "back in the day".

As more people become customed to Facebook, I would say their value decreases. Facebook has hit its peak - I think. $0.01 per fan valuation? Maybe "back in the day". I think $0.001 is a fair baseline valuation.

Again, it goes back to the responsiveness. I have a 10,000 member fan page that I can bank $20/day on. That is definately worth more than my $10 valuation.

Money Man · Jun 23, 2011

milton said:
I think it depends on their responsiveness. Obviously a fresh viral page will be more viral than an old one. However, an old one with many members may still be responsive.

Today, fan pages are easily getting deleted and publisher rights are taken away. Facebook is not looking back twice on it - so this hurts the market price. I would say fan pages today are not worth what they were "back in the day".

As more people become customed to Facebook, I would say their value decreases. Facebook has hit its peak - I think. $0.01 per fan valuation? Maybe "back in the day". I think $0.001 is a fair baseline valuation.

Again, it goes back to the responsiveness. I have a 10,000 member fan page that I can bank $20/day on. That is definately worth more than my $10 valuation.

I am in agreement with the above quote. Although I do not have an exact estimate per fan these days, I would definitely opine that they are no longer worth $0.01 a piece.

Peter Shaw · Jun 23, 2011

I would have personally thought that, as a whole, America english speaking fans would be the most valuable as they, usually, have the most offers on different advertising sites (such as email submits, surveys etc)

I guess it depends on what your niche is though. You may pay more for French fans, than english fans because that is your target market.

Its all very, very confusing.

freefox · Jun 23, 2011

Sorry for offtopic but is there some good site where you can sell your FB FAN PAGES?

Peter Shaw · Jun 23, 2011

freefox said:
Sorry for offtopic but is there some good site where you can sell your FB FAN PAGES?

Check the BST section you may be able to sell it there, or check the "Want to buy" section, people sometimes ask to buy them there.

Fuggz · Jun 23, 2011

I am still going to have to say I do not completely agree with this. There is no real "set value" you can put on pages, it depends on a many different factors!

There are some pages I would not pay $.00001 for, meanwhile there are others I would happily pay $.05 for!

milton said:
I think it depends on their responsiveness. Obviously a fresh viral page will be more viral than an old one. However, an old one with many members may still be responsive.

Today, fan pages are easily getting deleted and publisher rights are taken away. Facebook is not looking back twice on it - so this hurts the market price. I would say fan pages today are not worth what they were "back in the day".

As more people become customed to Facebook, I would say their value decreases. Facebook has hit its peak - I think. $0.01 per fan valuation? Maybe "back in the day". I think $0.001 is a fair baseline valuation.

Again, it goes back to the responsiveness. I have a 10,000 member fan page that I can bank $20/day on. That is definately worth more than my $10 valuation.

Money Man said:
I am in agreement with the above quote. Although I do not have an exact estimate per fan these days, I would definitely opine that they are no longer worth $0.01 a piece.

Fanpage value - open discussion

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