For marketers, Facebook is an annoying friend whose worth you can’t deny.
But a small change the social network recently made should give it a few brownie points in marketers’ eyes: Facebook now lets brand pages post “dark,” or unpublished, posts. These unpublished page posts don’t appear on a page’s timeline. Instead, page admins can choose to create posts that won’t hit fans’ news feeds until they spend money to promote them, at which point they become sponsored page posts.
This new feature is worth marketers’ time because it lets them improve the targeting of their posts, run A/B tests to optimize creative and optimize their spend against conversions.
For more on why this matters to marketers, read the whole post from Marko Muellner on Clickz.