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Hitwise says each new Facebook fan leads to 20 extra visits to a retailers site

June 22, 2011

According to the Hitwise blog, Facebook fans have a real measurable value: 20. That’s the number of additional visits Hitwise analyst Robin Goad said a retailer receives for every Facebook fan it acquires. In a post on his findings, Goad attributed the findings to Hitwise’s “unique data set.”

In his post, Goad said Hitwise data shows top retailers can expect 62,000 visits from Facebook each month, even those with no Facebook fans.

Goad explained that the “1 fan = 20 extra visits” formula comes from a “unique methodology” that combines Hitwise and Techlightenment data. 

“We took the top 100 retailers ranked in the Hitwise Shopping and Classifieds category and benchmarked visits to those websites against the number of fans those brands had on their Facebook page,” said Goad in his post. He said Hitwise then used its Search Sequence tool to see the propensity of consumers to search for retail brands after visiting Facebook.

Hitwise also announced it will be offering a new service, in partnership with social media agency Techlightenment, to help brands acquire new Facebook fans as well as analyze the online behaviors of their existing Facebook fans.