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10.7.2010 Facebook valuable to big brands

McDonald's and Starbucks are among the brands with the most valuable fans on Facebook, a new study has revealed.

Syncapse, the consultancy, conducted a survey of 4,000 members of Facebook in an effort to understand the "long-term business value" that companies can derive from the social network.

Its assessment covered twenty of the most popular corporate users of this platform, including Coca-Cola, Starbucks, McDonald's, Dove, Gillette, Nokia, Nike, Victoria's Secret and Red Bull. Consumers who "like" a product were found to spend $136.38 (€112; £93) a year on the item in question, $71.84 more than the shoppers who have not performed the action.

The overall figure reached a high of $310 for McDonald's, $235 for Starbucks, $229 for Victoria‘s Secret and $188 for Sony's PlayStation.

However, there were substantial differences within categories, with advocates for the telecoms giant Nokia posting an average outlay of $180.87 on its goods, compared with just $83.98 for BlackBerry.

B.L. 10.7.2010