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Law firms may increase relevancy with targeted Facebook posts

By Kevin O’Keefe
August 6, 2012

Depending on your type of law practice you may be interested in Facebook’s announced new options for brand Pages to target posts. This follows Twitters recent feature allowing marketers to send targeted tweets.

Until now, options for filtering have been limited to your fans’ language and location. Facebook will now feature a number of new targeting choices such as:

  • Gender
  • Age
  • Interested In
  • Relationship Status
  • Education
  • Workplace
  • College Grad: College Name, Major
  • In College: College Name, Major, Years
  • And the old options of Language, and Location: Country, State, City
Mashable author, Todd Wasserman (@ToddWasserman) includes images of what the options look like for brand page administrators in his article “Facebook Now Lets Brands Target Posts By Age, Gender“:
Unlike the old targeting options of language and geography, Page Post Targeting will only affect which fans see it in their news feed. Content and posts will be visible to all audiences on your page. This will aid in increasing the engagement on each of your posts.
Page Post Enhanced allows marketers to be more creative when generating messages. With the new changes admins will be able to tailor different content to different fans, making posts more applicable and relevant to certain groups.
Lawyers and law firms can make sure their posts are reaching the right audience by using the filtering options. For example, a family law firm posting content about divorce and parental rights can target their posts towards fans with the relationship status “divorced” or “it’s complicated.” If you’re an estate planning attorney you might filter your posts to reach fans over the age of 60. This maximizes relevancy.  Another way to make posts more applicable to your desired audience is to adjust the wording for different groups.
According to TechCrunch, a select number of Pages added the new targeting options last Friday. All Page administrators can expect to see these changes over the next few weeks.
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