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Facebook’s New Page Post Targeting Feels Like Deja Vu

As I reviewed all of today’s social media marketing news, I kept stumbling over folks talking about Facebook’s new Page Post Targeting options. My initial reaction was, been there, saw that.

But this wasn’t a case of deja vu. It was actually another real attempt to try and make marketers feel in control of their social media efforts. It felt familiar because only a few weeks ago, I wrote about Twitter’s new enhanced targeting for Promoted Tweets. Last month, Facebook announced Promoted Posts (where you pay to promote an individual post in your Timeline) and then there was the new Facebook Recommendation Bar … and so on and so on, you get my drift.

Don’t get me wrong, I’m glad that Facebook and Twitter and all their social media pals are working to help you be more successful at what you do, but I have to wonder if all these changes are getting us anywhere.

Facebook’s new Page Post Targeting option is all about targeting your message to the audience — that’s a good thing. But let’s look at the big picture. Page Post Targeting only effects who sees the post in their newsfeed. All posts remain visible on the Page Timeline.

So, let’s say I run a travel business and I create 10 targeted posts. Eight are about specific local attractions so I target those by location and two are for cruises (one for seniors, one for young singles) that I target by age groups. Smart. 20 year-old Judy only sees my singles’ cruise post in her newsfeed, that’s perfect. But here comes Ellen, who is clicking through to Facebook from my blog and she sees all 10 posts lined up on my Timeline. All other content is pushed off the page and I look like I don’t use my Facebook Page for anything but advertising, so she keeps on clicking.

I hear you saying, so don’t write 10 posts at once, spread them out. And yes, I could. But I’d say back to you, you’re missing the point.

The point is, the options are changing so quickly, how can we even know what’s working and what isn’t? Those targeted posts might convert but maybe we lose 5 followers because our Page looks like one long advertisement.

Maybe it’s a question of size. If I’m Nike, then yeah, being able to target my ads is cool because I have a staff who can bury the long trail on my Page under a bunch of cool sneaker pictures. But if I’m a two-man operation who can barely keep up as it is, this is just more mud on the windows.

Slice and dice the information anyway you like, it all comes back to the quality of the content. If you’re using your Facebook Page to post nothing but ads for this week’s specials, you’re wasting your time. If you’re posting quality content that is interesting to your customers, they’ll share that information with their friends and they’ll come back for more.

All I’m saying is, don’t get caught up in the check boxes. Concentrate on what it says inside the big box first.