Social network Facebook offers some targeted online marketing that can allow messages to be delivered to a particular geographical user group or demographic, Kaila Strong notes for Search Engine Watch.
In an article covering the possibilities presented to internet marketing services by the social media platform, she explains that wall posts can make use of the "vertical measures" option to deliver updates only to selected groups of individuals.
She recommends engaging with users in order to discover what they are interested in and how willing they are to devote time to a particular brand – information which could be used to segment them for use in the site's marketing campaign later.
Less willing audiences can be reached with short, snappy updates, while everyone loves a prize or special offer, she says.
Posting updated statistics about a particular interest area or industry is another useful way to engage with fans or customers, Ms Strong adds.
Her comments follow the publication of figures by Experian Hitwise which found Facebook is the second most popular website in the UK, accounting for just over half of social network visits and 7.14 per cent of all online views in June 2010.
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