It’s Facebook Friday — each week we’ll offer one tip for leveraging Facebook to increase customer awareness of and engagement with your brand or business. This week we’ll show you how to learn more about the people who read your company’s Facebook Page and how to target the ones you need to attract.

Facebook gathers information about the users that visit your company page and you have access to the basics. First, let’s find that information. From your company page, click on the View Insights link on the right hand sidebar under the Admin thumbnail photos, then on the Users link in the left hand sidebar.

You’ll see a number of graphs on that page, each with a number of check boxes. Don’t get overwhelmed, it’s really three separate sections. The top section shows you the overall impact of your page activity, the middle section has some very valuable demographic information and the bottom section shows you how people are finding your page as well as how they are leaving it. The middle section is what we’re going to focus on today.

The gender and age section shows the breakdown of your page’s visitors. Now you ask yourself, is this the right mix for your product or service? Are your updates bringing in enough of the type of customers you’re aiming for? Can you take advantage of a certain demographic that you are already attracting?

Now that you know who is coming to your page, you can target your ads to attract the kind of Facebook member you need.

To create an ad you only need to scroll to the top of the User Interaction page you are on to conveniently find a Create An Ad button in the top right corner of the page. Click on that to go to the self-serve Facebook Ad page. From there you can tailor the ad to only be seen by the gender and age range of your target demographic. Don’t forget to target by user interest as well.

Your ad will run for a set amount of time and when it is over, you can check your User Insights again to see if the demographic you’re after has found your page.

[Image credit: particlem]