Why you (again) need to check out Facebook’s targeting options to reach constituents

If you run a Facebook page, you’ve seen this: Facebook’s organic page reach has been slashed by the man behind the curtain at Facebook, and while it’s not dead, I consider a post that reaches 10-20% of my likes to be a big win.  Based on that, you’ve got to make every post count.  But how?  How can you make sure that the content you create reaches a relevant audience?

The answer lies in a buried Facebook feature: it’s targeting options.  You can enable Facebook’s options so that these targeting features are enabled – it’s not a default option.  To do that, go to your business page, then click on “Settings” in the upper-right corner.  From there, find “Targeting and Privacy for Posts,” click “Edit” and enable the targeting options.

Why is this such a big deal?  Well, now, when you make a Facebook post, you have these options:

Facebook Targetting

As you can see, you can make a targeted post based on the eight criteria above.  Please note that this is not an ad, but targets people via organic reach only.

Why is this so important?  We already know that it’s getting harder and harder for posts to be seen in user’s news feed, and that the content of those posts is becoming more relevant to a user based on their interests and other demographic factors, like age, location, etc.  If your page reach is already low, why waste your views on users for whom the content won’t be relevant?

Make every post count by targeting the content towards affected demographics.  If you are doing a constituent event, target your post to only hit people who live in your district.  If you are having a senior fair, target a post to touch seniors.  Or, make two posts: one towards seniors, and another towards younger individuals, asking them to tell any interested seniors about your senior fair.

The content options here are widespread, and you should take advantage! If you have any specific stories to share, let us know in the comments.

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