What “#” Means In Facebook Demographics
When researching Facebook demographic segments, using “#” (Topics) lets advertisers target users who present interests tightly related to the selected term, I.E. “#Nantucket” reaches interests like “Nantucket Boat Basin” and “Nantucket Bake Shop.”
Classic “Precise interests” (no hashtag) target users that have expressed the single specific interest. E.g. “Nantucket Bay Scallop Company” includes only that precise interest. For the purpose of this study, we’ll start with #[City] Topics and precise interests that contain each city’s name. Though they exclude some events that do not include the city’s name, they’re great catchall segments.
“Estimated Reach” means Facebook’s social graph’s estimate of the potential audience in Facebook Ads for an interest or group of interests. While not an exact number, the results are strikingly accurate proportionally, interest to interest.
United States Interests
Note: Because of potential college age interest in America, in both Duluth and Ann Arbor, we’ve include those between the ages of 18-23, as well as 24 and older.
A More Comprehensive Look At Duluth Interests
Of course, there are additional social graph segments that may or may not include the literal city name. Each of the comparison cities feature festivals, business names, newspapers, colleges, attractions and many other “interests” that are measurable in Facebook.
Detailing the spectrum of regional attractions for Duluth and each of the comparison cities exceeds the scope of this study. However, above you’ll find many of the most substantial social segments related to Duluth including Grandma’s Marathon and University of Minnesota, Duluth.
It’s interesting to note the more detailed measurement of Duluth’s social graph prominence still amounts to a fraction of the comparison cities without any additional volume, for the comparison cities, associated with a more comprehensive demographic research.