Originally at http://tracking.feedpress.it/link/9375/2325641

Posted by tallen1985

We know Facebook has a huge amount of data on people. For the last 18 months, they’ve been sharing more of this information than ever before through their platform, Audience Insights. As a result, we can begin to pull together audience personas for very little cost other than time, effort, and a Facebook account.

This post is going give a whirlwind tour of how we can begin to use Audience Insights to build personas for our business that will allow us to target content better and keep people in mind rather users & sessions.

What is a persona and why should we build them?

A persona is the summary of research or observations based on a key group of users who show similar behaviours and lifestyle choices.It allows us to collectively group users into buckets, rather than having to focus on thousands of individual needs and wants.

This is then distilled into a fictitious person that can be referenced to guide business decisions, whether they be the type of design we use, the content of our email marketing, the tone of voice we use for our brand, or even the types of products we may look to be selling.

We may end up generating multiple personas to connect to various users we are looking to share our brand with. This will help guide business decisions, rather than taking a one-size-fits-everyone approach.

Three things to be aware of

Facebook offers two audience options — “All of Facebook” or “People connected to your Page.” In the past, if we have paid for Facebook followers or used extremely broad advertising options, the “People connected to your Page” data could potentially be an inaccurate representation of our target audience.
If our audience segment is less than 1,000 people, Audience Insights won’t display any information.
If you select more than one option in the faceted navigation, this uses an “or” functionality. This can make data hard to dissect, particularly if you inpu…

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