Business Intelligence

The Value Of A Facebook Fan: An Empirical Review

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Executive Summary

As Facebook matures as a viable marketing and customer service channel, many organizations are looking to quantify and understand the impact of their overall marketing investment on their business. Quantifying the Return On Investment (ROI) of Facebook marketing efforts includes multiple variables and companies often fail to understand and to properly value their efforts in terms of the potential long-term business benefits of the Facebook channel. Many brands overcomplicate their measurement requirements by tracking dozens of independent variables.

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