Easily Engage with a Specific Audience
by Mark Whittaker
If you run a Facebook Page for your business or organization, you’ll soon have the ability to target your posts to specific fans based on characteristics such as age, relationship status, gender, education and others.
According to this post at TechCrunch, Facebook is beginning to release Page Post Targeting and will gradually release it for nearly all Facebook Pages over the next few weeks. Only Pages with more than 100 fans will be able to use Page Post Targeting.
With Page Post Targeting, a jewelry store could direct a post about engagement rings only to fans who list their relationship status as “engaged.” A gift shop could direct certain types of Valentine’s Day content at just men or just women. A car dealership could target posts about economical cars to 20-year-olds and SUVs to 40-year-olds. A sporting goods store could target different posts to people who participate in different sports.
Targeted posts will appear in the news feeds of the intended recipients, and they will also show up in the Page timeline. This allows friends of fans to see viral stories after someone engages with the post.
According to screenshots posted by TechCrunch, Facebook hopes the targeted posts will help increase engagement because fans will be receiving more relevant news feed posts.
The new Page Post Targeting further enhances the geographic targeting that already exists. Currently page administrators can target posts by country, state and city.
In addition to targeting posts by age, gender, relationship status and education (college grad, college name, major; In college, college name, major, years; and in high school), you’ll be able to target posts by interests and workplace.
Facebook will be adding a gunsight-style crosshair icon to the status update area. Page administrators should click the icon to begin targeting their posts. It looks like the targeting options will be available through the Facebook API, so if you use a third-party app to post to Facebook such as HootSuite or Sprout Social, you should be able to target posts.
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