Placing a Dollar Amount on a Facebook Fan

As pointed out in Monday’s Dashboard overview of the week’s small-business news bulletin, a social media marketing and advertising company, Syncapse, has published a research report that says the typical worth of a Facebook fan is $174.17. Seeking further information about the calculation and its possible influence on a small-business owner’s social media investment, we reached out for the company’s chief executive, Michael Scissons, and had the following dialogue, which has been edited and also condensed.