Facebook is currently in a phase of testing a new capability that will allow page owners the ability to share and reveal content specifically targeted at pre-determined contact groups.  This capability will be connected to Facebook Stories and Messenger. 

Companies that use Facebook as a way to communicate to their customers – most frequently being entertainment, retail, fashion and specialty businesses – will typically develop content that is relevant to the wide body of users and followers.  With the opportunity to narrow content broadcasts to a select few, businesses can better target their messaging and hone in on key interests to the defined customer audience. 

The content development process typically begins with profiling either the existing base of users via key interest and demographic indicators, or profiling the specifically the target audience that the business aims to develop and convert to sales.  Having the ability to better target content is something that businesses have long been waiting from Facebook.  This current testing effort is indication that Facebook is further responding to these requests, and enabling businesses to better leverage their promotions on this increasingly critical marketing platform.

This development would be par for the course in a social environment that aims to reflect and complement the way people naturally communicate.  On a social level, we all have friends, family and contacts with different interests.  Our communication to each group is different, and tailored to their interest, or our common interests.  In a similar fashion that perhaps a college student wouldn’t discuss details of last weekend’s frat party with close family (or maybe they would?), the message to new versus existing customers may be very different.  Social media communication can reflect real-life communication, and with that, increase our engagement overall. 

We believe that is the best foundational view for content development, and hope to see Facebook and others continue to replicate a natural social structure in their social communication platform.