[aisalwaysa]

I can really see it going either way. I interpret this to show Facebook Ads are not a good way to get instant ROI. But there is a lot of value in having a large number of Likes because you can market to them each time you release a new product... in SignNow's case, they have 700 interested ears to begin each new adoption cycle now.

Hard to quantify the value of that. My opinion is that it's worth a lot for the early ears, but not if you are thinking short term only.

[novum]

Facebook calculates an "edge rank" for each piece of content based on metrics such as likes, comments, post time, content type, and so on. Edge rank is used, among other things, to determine the likelihood of a given piece of content appearing in your feed.

Only a fraction of a page's fans will see each update from that page. By some estimates, that number is only 5-10% of a page's fans. So they've earned 700 new fans, but that doesn't mean 700 impressions each time they post.

[Silhouette]

Fair enough: if getting someone to Like you on Facebook turns out to be one step in a funnel that does convert a significant number of people in the long run, then yes, that has a measurable value.

I think the sceptic in me says that if you didn't get a worthwhile hit from a targeted ad spend, and if the Likers are only a subset of that target market, many of whom didn't even leave Facebook to visit your site, then it's unlikely to give a worthwhile conversion rate down the line either. Maybe the sceptic in me is wrong on this one, but only time will tell...