As a follow-up to a recent TAAR article, 'Facebook Advertising' (October 2009), the company has expanded its demographic options to include 'Friends of connection.' If you have a Facebook Page, Application, Group, or Event you can expand your audience by delivering ads to the friends of people already connected with your Page, Application, Group, or Event with this option.
In addition to harnessing the social graph by targeting your connections' friends, every 'Friends of connection' targeted ad promoting a Page or Event includes social content about a friend's interaction with your business, amplifying the relevancy of your ad.
For example, Steve is a fan of ABC Insurance Page. When ABC Insurance promotes their Facebook page, they can choose to target ads to Steve's friends by selecting the 'Friends of connection' filter. Steve's friends will receive the ABC Insurance ad with the following sentence: 'Steve Anderson is a fan of this Page.' Steve's friends are naturally more interested because Steve's interaction with ABC Insurance is showcased directly in the ad.
You can find this targeting capability in the 'ad create' flow. Just fill in the open field next to 'Friends of connection' with the name of your Page, Application, Group, or Event. The names of the eligible content that you manage on Facebook will appear in the type-ahead. Please note that you must be an Admin of the Page, Application Group, or Event. Let us know how this new targeting is performing for you