On Target: Facebook Unveils a New Way to Reach Your Customers
Facebook’s Woes and Worries
Enhanced Post Targeting
So now, perhaps in order to improve their credibility as a marketing tool, Facebook has decided to unveil a new way for fan page administrators to target specific groups within their fan base. The new Enhanced Post Targeting allows page administrators to target posts to the news feeds of particular users, based on the demographic data contained in their profiles. (This demographic targeting will only control which posts are visible in a particular fan’s news feed, and all fan page posts will be displayed on the fan page timeline.)
- interested in
- relationship status
- location (country, state, city)]
The change will benefit page owners who want additional controls to tailor messages to different subsets of their audience. If pages take advantage of the feature, users will see more relevant content. This will likely reduce the number of fans who unsubscribe to posts or unlike pages. It could also help pages increase the Talking About This metric by allowing admins to create multiple posts per day without overwhelming fans. Targeting posts by additional criteria will reduce the number of impressions per post, but feedback should increase if content is more relevant to the fans who see it.
Such a system may be of great use to any business currently selling a range of products to different market sectors under the same brand. Best of all, unlike Facebook ads, these targeted posts are free. (Of course, without sponsoring them, it is hard to determine just how many fans’ news feeds they will appear in).