Cleverly, it allows brands to break those huge audiences down into micro-targeted, targeted demographic, attitudinal and geographic groups and thereby optimise marketing effectiveness.
Facebook is a combination of mass and direct marketing media rolled into one. It's made 'one-to-one mass marketing' a reality by enabling brand advertisers and direct marketers to deliver mass coverage, high frequency, direct targeting and highly relevant and effective consumer engagement - all at the same time.
Of course, it's not quite as simple as that.
Effective Facebook marketing requires technology. A complex decision engine, a rules-based algorithm that allows you to target millions of people and treat them like individuals, as well as a platform that tracks, analyses and optimises marketing activity, plus every £ of marketing spend, every second.
Not surprisingly, not everyone has one of those.
At Rocketer, we do.
Our unique technology has helped us increase Microsoft's fan base by 133%, delivered most test drives for Mazda than any other channel and turned Facebook into Hilton's core online sales vehicle.
To find out about our range of Facebook optimisation products and what they can do for your business, follow this link