Targeting in social media marketing refers to selecting the people who will see your ads based on targeting options and behavioural data. Each platform handles targeting differently. You can target people on Facebook based on their gender, interests, educational status, relationship status, age, location, language, and occupation, among other things. Targeting options on X (formerly Twitter) and LinkedIn differ significantly from those on Facebook. Keywords, user handles, hashtags, and real-time conversations are heavily used in targeting on these platforms. The key to reaching the right people is to target your ads to real people and, of course, to collaborate with social media experts who understand how to connect you to the right people.