This is the summary of an article from Spring Metrics. Here’s the link to the original article: Behavioral Targeting And Social Media
Social Media helps Behavioral Targeting growth. The popularity of sites such as Facebook and Twitter, and even Youtube presents a very rich resource for user data, which are then used to create highly targeted advertisements. And because a huge number of social networking site users browse through their mobile devices, the right targeted ads can reach them at the right time.
Facebook as an Effective Targeting Tool
Facebook is a great tool for targeting because most of its users tell almost everything about their most recent updates; what interests them at present, mostly depending on what they have purchased or expressed interest on at any given day. That can be done through Facebook’s available ad targeting options.
Perhaps the most interesting quality of ad targeting through Facebook is its ability to keep track of who your friends are. The old saying goes, “tell me who your friends are and I’ll tell you who you are.” In principle, your friends influence what you are interested in and what you intend to purchase. That information is unique in social networking sites such as Facebook.
YouTube and Twitter
The same principle is true for Twitter. Through tweet updates one can assess what one’s interests are. You can send an individual advertisements that are relevant to his or her interests, and this ad can go viral once they retweet the ad to his or her friends.
For YouTube, like and dislike has become a very important tool for target advertisers. Also, the comments sections are really helpful. Together, advertisers can come up with the appropriate targeted ad which will show up in the next video they watch.
Social media growth definitely spells growth in the need for behavioral targeting and marketing. These ads address a person’s needs in real time, and so they will be more effective than paid search ads or pay per click ads.