Innova Communications | Shhhh! Facebook Secret Inside: You Can TARGET (for FREE) Who Sees Your Posts
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Shhhh! Facebook Secret Inside: You Can TARGET (for FREE) Who Sees Your Posts

02 Apr Shhhh! Facebook Secret Inside: You Can TARGET (for FREE) Who Sees Your Posts

Wish your Facebook page had better engagement?

Do you want a way to get more post interaction without advertising?

Using the Facebook Targeting for organic posts puts your updates in front of the people who are more likely to share, like or comment on them.

What Is Targeting?

You may be familiar with Facebook ad targeting, but did you know you can also target any of your posts to a certain demographic?

Targeting on Facebook posts has actually been around since the middle of 2012, but not everyone has used it. With the decline in Facebook page reach, post targeting may be a feature you need to start using regularly to get your posts in front of the right audience.

fbtargeting

In addition to general demographics (i.e., gender, age, relationship, educational status, location and language), there are a few more options for targeting your page posts.

For example, you can target your posts to users who have specific interests. While the Interests option is more limited than paid Facebook ads, it’s still quite useful. You can also specify the time and day you want your post to stop showing organically in the news feed (this is the post end date).

Set Up Targeting

Regardless of how many Likes you have, all pages have the Targeting option. If you don’t have the target symbol in your post area (as seen above), you can enable it by going into your page Settings. From there, it’s just four easy steps:

1. Click Settings. Make sure you’re in the General tab on the left sidebar (available to admins only).
2. Select Targeting and Privacy for Posts.
3. Check Allow targeting and privacy options when I create posts on my page.
4. Save your changes.

Back on your post, when you select a category to target, you either set your targeting choices right within the post area, or in some cases, a popup box appears to make your selection. If you want, you can select multiple targeting categories.

fb-targeting-options

Since there are several ways to set up the targeting we recommend that you select based on what works for your business. For example, if you are a smaller company, just starting out, consider using interests. You will hit a larger pool of people that are looking for content like yours. If you already have an established audience, but say have a retail location, set targets to location.

Measure Engagement Rate

After you’ve posted your content to your target audiences, take a look at your engagement rate, which is the number of people who comment, like, share or click on a post divided by the reach of the post.

To find your engagement rate, go to Insights > Posts, then select Engagement Rate from the drop-down menu.

Overall, we’ve been expiramenting with client pages and finding that the smaller companies are really benefitting from this. Either way, we recommend it because, well, it’s FREE!

Happy Targeting!

Amy Chilla
achilla@teaminnova.com

Amy Chilla is an interactive marketing and public relations professional. Since 1999, she has been a partner at Innova Communications, a boutique public relations, social media, and marketing firm based in Southern CA. Current industry specialties include: luxury consumer goods, translation/localization, and sports business/sporting goods, apps and financial services.

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