More insight leads to better targeting and Facebook understands that very well, which is why they’re allowing some brands to see their fans’ other likes. Most brands on Facebook only get basic insights into their fans such as location, age, and gender.
When it comes to better understanding interests, information is currently lacking. Because of this, social marketing firms SocialCode, WildFire, and Relevvant, have created ways of accessing a user’s interest graph by asking permission within an app.
Now, Facebook is slowly opening up access to fans’ likes for a select few marketers. They’re known to guard such information and are testing to see if it’s a valuable addition to Pages. This new information gives brands insight into interests that will allow them to better target information, including ads.
For example, a company could discover who their fans’ favorite bands are and use that to integrate a particular song into a commercial.
Connecting with people through interests is the next evolution in social media (as we’ve seen with Google Plus), and will further solidify Facebook Pages as an important part of a brand’s online strategy.