If you are one of those brands that bought likes to have likes, this will be a problem. I know I’ve looked at many companies with huge fan bases in India and no product offering. Think about the implication, this feature becomes useless or worse a great way to dump good money after bad.
On the flip side a brand with a well built fan base, say launching a product in new markets, will find this very useful. Facebook is taking a step toward allowing brands to reach those users that are already likely to be your advocates. As a means of market entry this cannot be overstated. Need to play with the tool a little but it might gain even more power if you were able to target based on another page’s demo…
Say you are launching an NHL game…
- Target users that are similar to NHL fans… boom
- Target users similar to EA sports fans… boom
If that is not an option, you can build a profile by purchasing ads around those interests and then convert to the similar mode. It should yield better communities, better edge rank, and ultimately a lower cost per action.