Source: The Value of a Facebook Fan, Syncapse, June 2010
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"The quantitative research for this Syncapse undertaking was conducted in conjunction with Hotspex Market Research and consisted of a 25-minute survey using their online panel. Data was collected from over 4,000 panelists across North America in June 2010.
The questionnaire required panelists to self-identify those consumer companies with whom they could be identified as a fan. Then, information on past or projected future consumer behaviors of respondents was collected, together with the feelings of respondents towards the past or projected actions or feelings of others (family, friends, etc.) with respect to their consumer behaviors. Standard Lichert Scale methods were used to profile questionnaire responses.
Brands used in this study were twenty of the top brands on Facebook at the time of conductingthis research. In order to ensure that the survey questions were applicable to each product type, research was focused only on consumer brands. Celebrity and un-official pages where not analyzed.
Syncapse analyzed the data utilizing SocialTRAC™, a propriety global platform for understanding social media value and business drivers. Assumptions are supported through in-depth proprietary research and data analyses of two-years available data across millions of interactions.
Findings were then analyzed contrasting fans and non-fans for these top brands: Nokia, BlackBerry, Motorola, Secret, Gillette, Axe, Dove, Victoria’s Secret, Adidas, Nike, Coca-Cola, Oreo, Skittles, Nutella, Red Bull, Pringles, Playstation, Xbox, Starbucks, and McDonald’s."