acebook matches advertisers to users based on users’ interests, activities, favorites, their job titles, as well as the names of the groups they belong to and the pages they are fans of. That’s a lot of information, and Facebook is still a place where more often than not people are willing to share an unbelievable wealth of personal stuff with their Friends and the Facebook Corporation. From a marketer’s perspective, Facebook can offer profound insights into the personalities and circumstances of one’s target audience. As a gathering place on the Internet, Facebook’s communities and the community demographics developed therein can give marketers surgical precision as they find an arena for their ads.
To begin his talk at SES Toronto, Marty Weintraub identified three classes of Facebook targeting tactics that every Facebook marketer ought to have at their disposal. Literal, competitive and inferred targeting should all inform a Facebook ad strategy.