As a result, brands relying solely on demographic targeting will be reaching many people who claim to be a certain age, but who, in reality, are not in the brand’s desired audience at all. This will likely result in less effective campaigns, and reduced returns on investment. It’s important to stress that this issue is specific to demographic targeting though. Facebook still offers one of the most effective and efficient ways of reaching nearly 2 billion people around the world, but in order to make best use of this opportunity, my counsel to marketers is to significantly reduce dependence on demographics, and to adopt alternative methods of identifying and targeting relevant audiences. Ideally, marketers should engage audiences based on people’s actual behaviour, or at least based on their declared interests (e.g. the pages they have ‘liked’ on Facebook). These approaches are less likely to suffer from the distortions we’ve detailed above, and critically, they’re likely to drive more targeted and relevant engagement too. Get the full story at The Next Web Read also "Facebook: Traveling companion for the next decade?"