Now We Know
Online competitive data provider Hitwise recently set out to answer a question that Web marketers have been asking for some time now: How much, really, is a Facebook Fan worth to a website? Well, Hitwise claims to have found the answer, and it is 20 visits per year. One Facebook Fan, says the firm, is equal to 20 additional visits to a website each year — so, 10,000 fans will equate to 200,000 more visits annually. Hitwise said that its “unique methodology” took the top 100 retailers from its shopping and classifieds category and benchmarked visits to those websites against the number of fans those brands had on their Facebook pages. Then, using the data from its own Search Sequence tool, Hitwise looked at the propensity for users to search those brands after visiting Facebook.