Companies as well as candidates will be able to tailor their Facebook advertising to specific ZIP codes, thanks to a new feature launched by the social network on Wednesday.
"Intentionally or not, ZIP codes have become particularly useful when detailing definable community populace attributes," noted a Facebook Developers blog post. "Most influential research on demographics, including the US Census, use zip codes as their most fine grained level of segmentation. Targeting via ZIP codes brings about location targeting functionality to 5-digit ZIP codes within the United States, specified by the United States Postal Service (USPS), and opens up another avenue for advertisers to market to their desired audience."
Social media has become increasingly valuable for companies, lawmakers, and political campaigns.
According to a recent survey from the Congressional Management Foundation, 72 percent of Capitol Hill staffers said social media helps lawmakers communicate with people they were not reaching before.