(NOTE: This post was originally published on July 15, 2015. The information here is still relevant, though Facebook has made it easier to do basic dark posts.)
Those of us who live on social media for a living can tell you with utter despair that trying to get traction with organic Facebook posts is a serious chore. Facebook's algorithm EdgeRank decides which stories appear in each user's newsfeed. The idea is that it's better for the user in that it hides boring stories, so if your story doesn't score well, no one will see it. Great for users. A nightmare for some marketers.
For savvy ones, it's only a minor inconvenience.
For a couple years months, I've been experimenting with Facebook "Dark Posts" to help a client who has a national audience do some specific targeting for their product. Dark Posts, for those of you who are unaware, are posts that don't show up in your timeline, but are targeted to allow you to showcase your brand to a specific ad set. The idea here is that you can create a few dozen posts in one day without completely annoying your fans and still seek to expand your circle of fans in a targeted way.
(Keep in mind that if you are one of those people who are clueless when it comes to Facebook Ads, then this post probably isn't for you. You might want to open an ads account and try a few for the pages you serve just to get the hang of it.)
Anyway, just because you're awesome and not enough people actually do this, I thought I'd share a little step-by-step process for a fictional download that I would be offering to a target audience of restaurant owners in Iowa. Here goes...
1. Go to Power Editor. Go to the "Manage Ads" section from the right dropdown arrow on the main page of Facebook. Once you get there, click on "Power Editor."