Amy’s recent post on Facebook’s new social ads got me thinking about ways that non-profits could leverage these new ads to microtarget possible donors or members (incidentally, the social ads system confirms my theory of a couple months back that the infuriating fluff stories were a way to bolster interest filling out, which is the basis of how these ads do their targeting).
The system is perhaps the ultimate affordable segmentation engine. While direct mail houses can segment out people to a very fine degree, it becomes prohibitively more expensive the more variations of a mailing you have to print to reach them all. What’s more, non-profits can’t go in and fine-tune their specifications in real time to see exactly who they’re hitting with each message.
Facebook social ads bring microtargeting to a whole new level. Let’s say that Beaconfire was looking for a Tech Lead (we are, incidentally – check our job listings for more!). I’ll walk through the process of creating the universe, and how you can do the same, below the fold.