A Facebook fan is worth $174 to a brand, up 28% since 2010, according to Syncapse, a social media marketing firm. Syncapse worked with research firm Hotspex on a survey based on data collected from more than 2,000 U.S. panelists in late January and early February. The study compared Facebook fans and non-fans based and their corresponding product spending, brand loyalty, propensity to recommend, media value, cost of acquisition and brand affinity to arrive at the figure. Though $174 is an average figure, the value varies from brand to brand. The reason, says Syncapse CEO Michael Scissons, is “what a consumer would spend on Zara vs. Coke.” A higher average purchase price makes a fan more valuable. The study also contrasts fans and non-fans. The former are much more active in social media.