In my previous article, “The Perils of Social Targeting on Facebook – A Consumers Perspective”, I discussed the horror for a consumer to have their fan-ship of a Facebook page such as Pepto-Bismol shown by social targeting advertisements to their friends.  A fan who allows friends to know this tidbit of information is providing fodder for jokes about potential gas problems.  But as a Facebook advertising agency, what an opportunity social targeting provides.

Think about it, how else could the good folks at Pepto-Bismol gain over 125,000 Facebook fans? Simple, by using social targeting on Facebook they are able to use a type of online word of mouth to convince Facebook users to become a fan of their page.  As Facebook users see that people they know ‘like’ a certain Facebook page, it provides them with the vote of confidence they need to become a fan and ‘like’ that page themselves.  Social Targeting on Facebook in a nutshell is a quick and easy way for advertisers to provide users with the motivation needed to ‘like’ their page or post as the page has already been vouched for by known friends and colleagues.

(Above: an example of Pepto-Bismol Social Targeting Advertisements)

I am affirmed of the success of social targeting on Facebook as I review the top performing ads for my client who spends roughly $15K monthly advertising on the forum.  As I review the top performing ads from this past month, I notice a trend strongly favoring social targeting. Overwhelmingly, Facebook ads that use social targeting make up over 50% of the top performing ads for my client when measured by click through rate (CTR) and Cost per Conversion (a.k.a. Cost per New Fan).

But don’t just take my word for it.  According to Nielsen’s Brand Lift Study 2010, a Facebook user is 25% more likely to click on an ad with social context.  Additionally, a user is 100% more likely to remember the advertisement with social targeting and shows a 300% increase in purchase content (Source: Nielsen Advertising Effectiveness, April 2010).

In conclusion, Facebook advertising agency, do your clients a favor and try out social targeting on Facebook.  Your client will appreciate the results.

(Above: Social Targeting is an effective way to get fans to land on your Welcome Page)

Have your own experience and opinion on Facebook ads and social targeting?  Share it with us here in the comments!

See the blog: Consumers Perspective on Social Targeting on Facebook Ads.

Pepto-Bismol Facebook Page: http://www.facebook.com/peptobismol