Analyzing user preferences using Facebook fan pages

With the increasing numbers of Facebook fan-page users, finding information based on their interests has become di cult, and fan-page managers are challenged as they try to understand the needs of these users. To understand their needs and preferences and increase the e ectiveness of fan-page marketing, we use two-step clustering to group 42,953 Facebook fan-page users. The results of our study show seven clusters, each with di erent key characteristics. We label them as lurk, informational, health and beauty, visual lady, intellectual reader, consumption and shopping, and highly active fans. One of our objectives in this paper is to help fan-page managers use our results to target users and to draft management strategies.