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Why Facebook targeting is a dream come true for the college Facebook page

November 10, 2012

Without much fanfare, Facebook launched a new feature yesterday that has me jumping for joy. The feature is called targeting, and it works at the page level on Facebook.

This is what it looks like.

One of the targeting choices for posts are now “people who are in College.”

What does that mean? It means that when people like a school’s page, we can now post to the current students or the alums using this targeting tool. Incidentally, we can also target male alums in New York City. Or female alums in Chicago.

Will we do the last two?

I don’t know. But I do know this: we can now post updates to students, and updates to alums. We can now see, with some certainty, the number of current students on the page in real-time.

Facebook is also working on sub-comments in the stream. In other words, there is a long comment stream of people talking about a memory. Currently, people talk to each other in the stream in a somewhat clunky way. People respond by saying @Matt, you’re right.

In the new reality, people can respond to that particular comment and start a new sub-thread. Both of these innovations will make the Facebook experience a better one for fans of college Facebook pages. We can now offer relevant content to the right market, and when people comment, they will be able to have better conversations.

Kudos Facebook.



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