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Audience Optimization (Audience Optimization is available to all English…

- - - - let publishers prevent a post from being seen by people who shouldn't see it
    - - helps publishers get their posts seen by the people in their audience who are most likely to be interested in a particular topic, leading to increased engagement that benefits their Page as a whole
- - - - click
      - share
      - reach
      - like
    - - Tag with a mix of broad and narrow terms
        
        Avoid the most general, top-level categories like “Entertainment” and “Sports.” These are usually too broad to connect with highly engaged audiences. When possible, narrow down to subtopics like “Movies,” “Music” and “TV Reality Shows,” or the names of relevant sports leagues.
        
        When relevant, tag public figures such as individual celebrities, politicians and sports stars. They often have the largest reach.
        
        Start with the broadest relevant interest group and narrow down to more specific ones to cover a range of audiences.
        
        If you're feeling stuck about what to tag, think about the classic “who, what, where, when, why and how” elements of the story as a starting place.
      - Think associatively about related interests
        
        Don't limit tags to entities or terms contained in the post itself. Think about overlapping topics or interests.
        
        Tag for adjacent audiences, such as other entities people interested in the subject might engage with. For example, a story about Hillary Clinton might be of interest to people who engage with Bernie Sanders, even if he's not mentioned in the article. A story about Donald Trump might be of interest to people who engage with Sarah Palin.
        
        Use related terms as a workaround when certain tags are not available. For example, if Chrissy Teigen doesn't appear in the type-ahead field, tagging John Legend and Sports Illustrated Swimsuit would be a good workaround to reach a similar target demographic.
      - Consider including organizations and brands
        
        Use brand names that are included in fashion and lifestyle stories, and tag well-known, related brands that overlap with regard to type and customer-base.
        
        For career-related stories, consider adding job sites like SimplyHired, Zip Recruiter or Monster.com.
        
        Likewise, cross-tag stories about international topics with tags for overlapping agencies like UN, UNSC, WTO, NATO, MSF, Red Cross, Amnesty Intl. and Human Rights Watch.
        
        Try specific airlines associated with a destination for travel stories, such as Quantas for Australia or Alitalia for Italy. You might also include tags for companies popular with travelers, such as TripAdvisor, Travelocity, Expedia and Hotels.Com.
        
        Engage readers who are interested in specific organizations or companies that might overlap with your story's subject matter.
      - Target audiences with relevant tags
        
        Ask yourself: What types of people are most likely to engage with your story, and what are their interests?
        
        Don't worry about capturing every single subject entity mentioned in the story. Readers' interests don't always align perfectly with a story's subject matter. The goal is to define an audience, not to list keywords
        
        Use direct tags for stories about public figures, like “Kobe Bryant,” “Adele” or “Barack Obama.” With public figures, there's a direct correlation between an article's subject and audience's interest, so direct tags are effective.
        
        Employ tags indirectly related to an article's subject, in addition to specific tags, if it makes sense to connect a breaking news event with people interested in its larger significance.
      - Use tags with small audiences strategically
        
        Labeling stories with ongoing current events like “War on terror” or general interest groups like “Lesbian” can be effective. While the reach of such abstract terms may be smaller, they're likely to point to highly engaged audiences. These might be the readers who most highly value your content.
        
        In the case of a breaking or developing news story, some tags may not display high estimated reach or estimated engagement numbers. These estimates will often grow as the news story advances. For example, the night of the November 13, 2015, attack in Paris, the Bataclan theater had an estimated reach of well under 100,000 people. Less than a month later, that figure was more than 1 million.
      - Save locations for relevant stories
        
        Add locations for stories of local or regional interest. Do not add location tags for national stories.
        
        Tag all college sports stories with the names of the universities involved.
        
        Tag all global news stories with a country and region (i.e. “Middle East,” “Silicon Valley”).
      - Use trending memes and hashtags
        
        Search for relevant memes and hashtags to tag, keeping in mind they might not be available as interest tags. These tags are often timely and viral, so try adding one from your story or searching for one that might lead to a relevant substitution.