Targeting your Fans
Page admins are about to get a free gift from Facebook, the first in awhile. Private groups of admins have been told that Page Post Targeting will soon be rolled out to all, allowing Page owners to segment their messages based on Facebook supplied demographics. Econsultancy looked at how the targeting will work, along with examples of where it could help or possibly hurt marketing efforts. Digital Connections took a look under the hood and came away convinced that it 'is the biggest thing to happen to Facebook in a long time'.
Most other opinions were more reserved. While Pages will be able to target on an extended demographics set (age, gender, relationship status, etc) there doesn't seem to be a new way to target behavior, e.g., Fans who have previously expressed an interest in a particular topic or product. Still, the response has been impressive. Buddy Media has already integrated the targeting into their platform, saying that 'the implications for this feature are huge'. While it might be more exciting for the larger brands, Chad Wittman (the founder of EdgeRank checker) explained how brands can now extend their reach and even those with smaller followings can start to see benefits by targeting factors such as gender and age.