What is the value of your Facebook fan base?

Brands are fighting to get the biggest fan base on Facebook, and are investing huge marketing budget to convince consumer to join them. Expected benefits are quite simple : create more intimacy with the core customers And use them as brand ambassadors.
But how much Brands are willing to pay to acquire a Facebook fan? What is the value of a Facebook fan base ?
Here are a few examples :

facebook discount

facebook discount 2

The most admitted order of magnitude for a Facebook fan is around 1€ . A lottery with an iPad prize worth 500€ should bring around 500 fans. So your company 1M Facebook fan base is more or less a 1 M€ asset.

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