There was a piece today on Ad Age about facebook. The conversation turned to ROI and the 'value' of a fan. This is what Carolyn Everson of facebook said:
"It's undeniable that a marketer wants to understand their best customers, their biggest fans who will become their brand advocates. … So the notion of what's the value of the fan, we have very specific metrics around that -- Nielsen and ComScore both studied this. Starbucks know fans spend 8% more when they go into Starbucks. Bing knows that fans do 60% more searches. American Express knows fans spend 28% more on small businesses."
Now at first blush that sounds pretty impressive. But read it again. Could it be perhaps that your most loyal customers/heaviest spenders are more likely to be a fan of your brand than the average person?