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BizReport : Trends & Ideas archives : August 02, 2012

Powerful new Facebook feature boosts Post targeting

Over the coming weeks Facebook will roll out a powerful new tool that marketers using the network have been craving for some time. It will enable Posts to be more accurately crafted and targeted at various subsets of Fans.

by Helen Leggatt

"Page Post Targeting Enhanced" was launched today and will gradually be rolled out to all Pages with more than 100 Fans. The new tool will allow marketers to further fine-tune their Posts in terms of offers or tone of voice, adding more relevance and, presumably, better response.

While there has been no official word as yet from Facebook, according to TechCrunch the full list of targeting options will be:

• Age
• Gender
• Interested In
• Relationship Status
• Education
• College Grad: College Name, Major
• In College: College Name, Major, Years
• In High School
• Workplace
• Plus existing options - Language, and Location: Country, State, City

Mark Wurst of 360i believes the new feature is a "shot of adrenaline for content strategy".

"Of important note is that ALL content will still remain visible on the Page's Timeline, allowing for friends of engaged fans who are not within the targeting parameters to see viral stories," notes Wurst on the 360i blog. "That said, to avoid clutter admins can 'hide' targeted stories from the Timeline by clicking the pencil at the top right corner of the post."

Tags: brand marketing, content strategy, f-commerce, Facebook, Post Targeting, social content, social marketing, social media, targeting

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