We use Facebook for Business to optimize and run organic and paid social marketing campaigns across all our sales divisions where we have our distribution centers or stores. When we want to increase awareness of new food products or increase conversions of existing food products in divisions where sales are dipping, we run targeted social campaigns where we send the social ads to specific audiences recommended by Facebook for Business. The target audience looks at various attributes such as location, past purchasing habits, interest in specific products, online behavior, social engagement, creative, seasonality, etc. Because Facebook for Business is easy to integrate with Sales Force Marketing Cloud, we are able to set-up automated SQL query based triggers which run Facebook ads targeting audience who don't open email. This lifts ROI of marketing cloud journeys and drives higher engagement or conversions from customers who are more socially active vs. email usage.