31 Jul 2012

Facebook Unleashes Powerful Marketing Tool: Page Post Targeting By Age, Gender, and More

By Josh Constine at TechCrunch
Today Facebook begins the roll out of “Page Post Targeting Enhanced” allowing Pages to target their posts to segments of fans with certain genders, ages, and other characteristics so they can tailor market messages to specific audiences. For example, a business could tell teens they’ve got “swag” while telling adults they’re “reputable”.

Until now, Facebook Pages could only target posts to fans of certain locations and languages, but the social network just told some admins that the new targeting options are opening to a select number of Pages today and will roll out to all Pages over the next few weeks. The tool could make Pages even more useful to marketers and convince them to pay for ads to buy additional fans.

The news comes from a member of a closed Facebook group for social marketers, who wrote that he received the following info from Facebook:
“Page Post Targeting Enhanced
Today, we will start rolling out an enhanced version of Page Post Targeting to a small percentage of Page Admins. Over the next few weeks, this will become available to all pages.  With this new feature, Pages can now target their posts to certain fans in the news feed who meet specific criteria such as age, gender, location, language, etc.
All content will still remain on the Page since this is the only way to allow friends of engaged fans who don’t meet the targeting criteria to see viral stories (i.e. David likes a post.. )”
We’re waiting for more details from Facebook about exactly which other characteristics will be targetable, such as work history, home town, or most importantly, interests / Likes.

Page Post Targeting Enhanced will let Pages publish different content to different fans, or word their marketing messages differently to maximize relevance. For example, Ford could target posts about economical hybrids to 20-year olds while pushing discounts on SUVs to 40-year olds.

That could translate into more traffic and awareness driven, and lead marketers to become even more dependent on Facebook.

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