That finding may sound obvious, but for marketers the takeaway may be that your money is better spent on branding ads on Facebook than call-to-action direct-response ads that may actually produce more likes and higher click-through rates. Syncapse, the firm that pegged the average value of a Facebook fan at $174 earlier this year, worked with Hotspex to interview 2,080 consumers in the first quarter about their reasons for becoming Facebook fans. While “to support the brand I like” was the No. 1 reason for fanning, there were other reasons: