Yesterday, I was surprised to see a number of targeting options – gender, age, language, interests etc – on one of the brand Pages I manage. I tweeted with enthusiasm and couldn’t wait to leverage this new functionality. Yet, Facebook must be slowing rolling this out or testing it. When I visited both the brand Pages I manage, the option to target on a deeper level had vanished. Why does Facebook play with my emotions?!
In all honesty, the ability to target Page updates on a deeper level is nearly identical to Facebook ads. Would this mean a drop in community managers creating for Facebook ads? It’s likely but no way to tell at the moment.
I am hopeful Facebook will offer this functionality. Of course, with all new things, there are benefits and drawbacks but I am still keeping my eyes open!
- Increased relevance to your fans based on how you target.
- Lifts in engagement as a result of increased relevance.
- The chances of updates appearing higher in News Feed increases as a result of a lift in engagement.
- Opportunity to be more strategic with messaging. For example, using specific copy for men vs women, or fans aged 21+ vs 13 – 20.
- Increased traffic to website and/or blog.
- Overly targeting decreases the size of your message’s audience.
- Virality may drop. For example, by not targeting OR minimally targeting you reach members of your audience that may not find the message relevant, but would “share” it with friends they believe would.
It’s easy to get distracted on Facebook.
One minute I’m looking at my sister’s recent status…but oh, look! Nike just updated their cover photo! Then oh wow, two of my close friends got engaged. All this could happen in a matter of 75 seconds.
Now think about your Page’s updates. Are fans seeing those and engaging with the content? Fortunately, every time a fan gives a thumbs-up, comments or shares your Page’s updates this action gets published on their and their friends’ news feed.
Why not take it a step further?
Think about those fans we consider passive fans or distant observers. They see your updates but don’t take action. The power of the words, “Like”, “Comment” and “Share” resonates and can help our content’s total reach by asking those passive fans and distant observers to engage with your posts. This could mean hundreds or thousands more eyeballs on your content, which could then drive more traffic to your site!
Here are some examples of leveraging “Like,” “Comment” and “Share” -
1. DonorsChoose.org Pinterest Contest – The prize? A $500 DonorsChoose.org gift card to spend on teaching essentials! Teachers are so hardworking and important for our future. Pinners are invited to post original classroom projects or other favorite projects with the hashtag #iheartteaching and a statement about why he/she loves teaching. This is a fun and easy way for pinners to not only share fun classroom projects but also have the opportunity to win $500 to make dream projects come true.
2. Watch your BAND-AID® come to life – You might feel inspired to run to your nearest CVS Pharmacy, Target or Duane Reade drug store after you read this. Johnson & Johnson launched BAND-AID® Magic Vison, where kids (and adults) can watch their bandages come to life with the help of a mobile app, of course. The company is testing this technology with its The Muppets bandages. Fun fun!
3. View reach data directly on your Facebook Brand Page posts – If you’re looking for a quick snapshot on your Brand Page post metrics, this new enhancement will accomplish that. Keep in mind, our Facebook Page Insights will still be valuable and highly considered for reporting reasons. With this Facebook enhancement, I just love the fact that we can see metrics front and center.
Tags: app, augmented reality, band-aid, cause, charity, digital, digital marketing, facebook, Facebook Pages, facebook timeline, marketing, mobile, nonprofit, Pinterest, social media, timeline, viral marketing, youtube