Syncapse has compiled a fantastic empirical review to determine the value of a Facebook fan to a brand. The study was run in the US and is based on 20 mega brands including Nike, McDonald’s and Sony PlayStation.

Here are the highlights of the study:

• Fans were reported to spend on average $71.84 per year more than respondents who were not fans.

• Fans are not created equal: if the average value of a fan is $136.38, the fan value can reach up to $270.77 in the best case, or go down to $0.

• The most valuable fans are those of McDonald’s who present an annual value of $508.16.

• Facebook fans are 20% more likely to continue using a brand than non-fan consumers.

• 68% of Facebook fans indicated that they are very likely to recommend a product compared to only 28% for non-fans.

• 34% of respondents are more likely to become a fan of the brand if they see that one of their Facebook friends is already a fan.

• 36% of respondents are more likely to try a product if one of their Facebook friends became a fan

• 81% of fans feel a connection/empathy with the brand, compared to 39% of non-fans.

As Syncapse states it in its report, “It is important to note that this audience would still have value without Facebook, although arguably much less discernable value”.