Today Adweek reported that value of a Facebook Fan has been calculated: $3.60. The findings are evidently based on impressions generated in Facebook's news feed, and a fan base of one million translates into at least $3.6 million in equivalent media over a year.
Naturally, since I manage my association's Facebook page of almost 20,000 fans, my immediate thought was "does this mean our Facebook page is worth almost $72,000?"
What do you think? How do you define "worth" of a nonprofit's fan--in dollars? In membership dollars? Product sales? Awareness of the professions an association represents?