Facebook recently added a powerful feature for brand page administrators and community managers: Page Post Targeting. Before this feature was introduced, the only message segmentation available to brands was based on location: posts could be geotargeted to a specific country or city. Now, commmunity managers have many more options at their disposal: posts can be targeted by age, gender, interests, and more. So, what does this mean for brands?
– Messaging can become more relevant. By developing content for specific segments and subsets of the community, the brand can be more like a true friend, and talk about things they know will be of interest.
– Costs for Content Development and Community Management will increase. Because a brand will be developing several different streams of content, the number of posts will increase, along with the variable costs associated with developing those posts. Community Management and monitoring costs will also go up, both because of the increase in the total number of posts being made, and because of increased rates of response and engagement with the more targeted posts.
– Editorial Calendars may become more complex. If brands are already using segmentation strategies in their email communications, the same editorial calendars may be able to be adopted for Facebook. But for brands that are not already developing segmented messaging, the work will get more complex and the management tools will need to evolve. Community managers are already working with social Editorial Calendars that include multiple dimensions such as channel, georgraphy, time of day, and day of week, and will now need to add the additional dimensions chosen for segmented messages.
– Interaction counts may go down, but rates may go up. It will be important that Social Dashboards emphasize interaction rates rather than sheer numbers, as each of the segmented folks will be targeted to a smaller number of individuals. However, if relevant content is being created and the segmentation strategy is working, engagement rates should increase, resulting in increased overall reach. Community managers will want to spend time with those who read the dashboards to help them anticipate and understand these changes.
With these new tools available to them, brands that are large enought to have multiple consumer targets should modify their content strategies to include a a mix of content. Some posts should continue to be developed to be appropriate for the entire audience of brand friends. Messages that reference brand values, features, and attributes experienced by all consumers should continue to be delivered to everyone. New categories of content should be developed that will be focused more on the consumer and the lifestyle connection points they are likely to have with the brand. A producer of premium meats may want to speak differently to a 25 year old single man compared to a 35 year old married one – because they will likely be using the product in different ways and have a different path to their purchase decision.
The incremental costs for adding segmented content may pose a challenge to brands and digital managers with already tight budgets. Demonstrating the ROI for community engagement will become even more essential as brands seek to gain additional funding for these efforts. The linkage between rates of engagement and a consumer’s increase in purchase intent or sales volume will becomoe even more critical to quantify.
This enhanced targeting capability gives community managers and Facebook content editors powerful new ways to increase the rate at which the brand’s friends interact with brand content. By working closely with market research and consumer insights collegues to identify the targetable characteristics of the most influential members of the community, community managers can augment their existing general content with relevant posts that will result in higher rates of engagement with the brand’s friends.