Rice University Jones Graduate School of Business recently conducted a case study and discovered that using a Facebook fan page increases sales and customer loyalty.
The study was done on a retail business in Houston called Dessert Gallery Bakery & Cafe. Using a Facebook fan page increased store visits 36 percent, increased customer expenditures 45 percent and increased customer loyalty 41 percent.
As a caveat, only approximately five percent of Dessert Gallery’s 13,000 customers became Facebook fans within three months. This may indicate that Facebook fan pages work best as niche marketing programs targeted to customers using Facebook and should be used together with other marketing programs.
See an article about this Facebook fan page study published in the Harvard Business Review