January SoMe Lesson: Facebook Organic Post Targeting

January SoMe Lesson: Facebook Organic Post Targeting

Like a lot of companies, we recently had our yearly recap meeting. We talked about strengths, weaknesses and opportunities. An opportunity we decided to invest in was a monthly social media lesson to cover a new tool, topic, or trend that could be beneficial to our social media clients. The SoMe world is constantly evolving, and this new monthly practice is our commitment to stay up with the latest trends for you, our clients and audience. And we don’t want to just bogart this info, we want to share it with you!

So, here we go folks. This is your monthly SoMe lesson –How to use Facebook’s Organic Post Targeting Tool

This lesson is around increasing your Facebook post engagement organically, meaning without ads, or boosting posts, or buying likes. While paid engagement is becoming increasingly relevant, it’s important to always keep working on your organic engagement. The goal will be to use this Facebook feature, Organic Post Targeting, to get your updates (posts) in front of the right people -the people who are more likely to share, like or comment on them.

Enable Feature: You will need to enable this feature. Go to “Setting” and enable the “News Feed Audience and Visibility for Posts” feature.

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Target: Now, you will see a little target at the bottom of your update box. Click on this to start targeting!

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I targeted based on what I know about my audience and their location. You should also be keeping an eye on the top engagers for your Facebook page. You’re on your page every day (or, at least you should be). Certain names and profile pics should be becoming familiar. Look at their interests and use those in your targeting.

You will also notice at the bottom of the post, your reach estimate for your targeting. If you have a particularly small audience, or haven’t hit on relevant interests, and your estimated reach doesn’t exceed 20 people, Facebook will not let you publish the post.

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Now, when you hover over that little flower, you can see what audience you’ve selected for this post.

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The Sucky Part: You can’t schedule this feature.

The Obvious Question: Why in the h-e-double hockey sticks would you want to shrink the size of your audience?

The Not So Obvious Answer: When you segment your audience, you can tailor your messages to that specific pool of people. According to Hubspot research, targeted and segmented lead nurturing emails generate an 8% click-through rate compared to general email sends, which generate just a 3% click-through rate. Facebook’s Organic Post Targeting tool allows us to apply this strategy to Facebook updates.

For example, if you’re a sports store with a myriad of sections (soccer, rock climbing, winter wear…etc.), and you’re having a sale on  snow pants, you can tailor this message to your audience based on related interests like skiing or snowmobiling.

Well, there you have it. Not too complicated right? Join us next month for another quick and easy SoMe lesson. Please also reach out with any questions or comments. We here to help, learn and grow.

Courtney McGann
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