Target Practice: Graphing Facebook User Segments
It’s all the mainstream chatter & rage: “The Facebook graph this” or “social graph THAT.” Serving ads to this mystical diagram of human interactions (and the profiling-variables offered by fledgling ad platforms) are the voyeuristic dreams of heat seeking guided missile marketing freaks. “Points” on the Facebook graph, available to marketers for profiling customers, are still limited though exciting.
The FB self-serve tool itself is a multi-layered lens peering into Facebook’s noisy black box village, a happy harbinger of social ad platform things-yet-to-come. I thought we’d take a look at what attributes are actually available today on a node of the first do-it-yourself social graph ad serving platform and share a tasty bit of the interface.
If you’re into the 18-34 crowd, this is little puppy is candy. Keep in mind that the FB ad platform is young and feature-impoverished. However, it offers an exciting glimpse into future of customer-level profiling. The Facebook algorithm ranks PEOPLE for CONCEPTS as categorized by KEYWORDS in nasty little focused grids which includes friends and social-actions. We’ve had a good look at ROI and we like it.
Make sure you’re logged into Facebook. Go to www.facebook.com/ads , Click “Get Started.”
Type the URL to promote. (If you don’t have a Website, “Facebook Pages are a free way to represent your business, product, band, etc. on Facebook-for now type in a URL)
The next screen you come to is the heart of FB demographic research. The default age is “18-any.” Change age range to “any to any” for a glimpse of how many users are in the matrix. Today there are 22,366,340 FB users the United States. Change the drop down menu to “Canada” and learn that there are 8,075,980 Canadian players on the gird.
Check “male” or “Female” boxes in tandem with different age ranges. See how it affects the count.
Change “Everywhere” option to “States” for a look at how that grid setting affects the count.
Typing in keywords is different and touchy. Think of it as delimited Ajax keyword suggestions. Type slowly starting with the first letter until suggested FB categories auto-fill, click on the word, and then select another. Be aware that the interface is rather flakey.
Target employees of specific companies in your cross hairs. For instance, here we aim at news the feeds for users between 19 and 36 years old in Minnesota who work at Best Buy, Target, Wal Mart, or Circuit City Stores, Inc. Yay.
Let’s reach women between 14 and 18 years old in Massachusetts, Rhode Island, New Hampshire, Vermont, and Connecticut who are in high school and like Soccer, Playing Soccer, Play Soccer, Indoor Soccer, or Intramural Soccer.
Don’t Interrupt Me Please
There’s debate as to the effectiveness of “interrupt vs. search,” however this much we know: Life itself is a complicated matrix of social actions, interactions, communications, and jam-packed with rich WORDS people use to describe things. Our checkerboard patterns are reflected in online behavior.
The Future is Here (soft of)
While Facebook people write, read, and consume endless words, they’re memorialized by massive databases that “remember” each users affinities and behaviors. Facebook’s new social media based ad platform let’s advertisers identify and target very specific combinations culled from users’ profiles. . The Facebook algorithm ranks PEOPLE and their friends for KEYWORDS and actions in focused grids. It’s all the mainstream chatter & much more than a novelty. This is a glimpse of the Internet’ s evolving promise.