How to Leverage Facebook’s New ‘Targeted Page Posts’ Feature
This week, Facebook announced some exciting new functionality for Page Administrators called Targeted Page Posts. According to an article published on AllFacebook.com, Facebook stated the new features would:
…allow advertisers to more efficiently reach the right fans and increase the relevancy for people when they see page Posts in their news feed, which overall leads to increases in engagement rates for page posts.
Using the new feature, Page Administrators can segment post audiences by a number of criteria, including Age, Gender, Interested In, Relationship Status, Education and Workplace, in addition to Language and Location, which have been available since 2009.
The vast majority of Facebook pages do not have audiences large enough to fully leverage this level of segmentation. However, for pages with large Fan bases and well defined gender and age splitting, this segmentation can be very powerful. Once they’ve had the opportunity to test content specifically for a segment, the next question brands will ask is: when is the best time to target content to the selected segment or segments?
Since March, Prosodic has offered predictive targeting that enables a brand to determine when an audience segment is most likely to engage with content up to seven days in the future. Now, brands can gain even more benefit out of Facebook’s Targeted Page Post feature using Prosodic’s Audience Targeting module.
Below is a view of the Prosodic HeatClock™ module for a large luxury retailer. For Wednesday, August 8, 2012, Prosodic predicts the hour of highest audience engagement for the female segment as 4:00pm, as shown on the left HeatClock. For males, the 11:00am hour will produce the highest audience engagement, as shown on the right HeatClock.
With the combination of Prosodic and Facebook’s Targeted Page Posts feature, brands can fully leverage this exciting new level of audience targeting and segmenting to deliver the most engaging content, to the right audience segments, at the right times.
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