What's the Value of a Facebook Fan?

This is a great post by Lori Luechtefeld, editor of iMedia Connection: 

Brands with established and active social media presences often like to tout how many fans they've accrued on Facebook. But what are those fans actually worth when it comes down to dollars and cents?

We'll soon be closer to knowing. According to MediaPost, Facebook is planning to roll out a conversion tracking tool that will enable marketers to track clicks through conversion -- meaning brands will be able to see how many of their so-called "fans" actually become customers.

But then again -- is that really the point? Not all marketers think so.

According to Amber Naslund, director of community at Radian6, 85 percent of the companies Radian6 works with determine social media value by brand valuation and not direct revenue. 

What about you? When you look at your brand's social media fans, do you see loyal brand advocates? Or dollar signs?