Value of a Facebook Fan

An interesting post calculating how much a Facebook Fan is worth. It's interesting because of the wide range of values attributed to a fan: $3 dollars up to $136.

Unfortunately, I'm not sure I buy the methodology behind the calculations. I just don't see how you can have a universal value attached to a Fan. It would vary so much depending on the brand, what it is selling, the level of engagement and the strategy behind the Facebook Page.

I'm not just saying this because I can't work it out myself, but I don't think you can generalise such a calculation and apply it to all Facebook Fans. I think you have to work it out for each individual brand and its presences on Facebook.