NPR’s Facebook page and its 2.3 million-like audience is made up of users from thousands of cities across the world. We wondered: what if we focused on just one city?
The question arose after identifying a somewhat obscure Facebook feature that allows anyone with a Facebook page to customize posts by location. This means, for example, that you can post a story about Boston and modify it so that only users in Boston will see it in their Facebook feed.
Last October NPR Digital Services and Digital Media used this tool to launch an experiment with member station KPLU, in which we shared selected KPLU.org content on NPR's Facebook page, but only for the eyes of the Seattle region (KPLU's market). Four months into this experiment, we’ve made some unexpected discoveries around Facebook communities and the power of localization on a national platform.