Social Networking allows variety of people to form groups with common interest. Since those people with common interest, background and common group, this is easily target those who are most likely feedbacks, this is targeted audiences.
How about unexpected reach? If you posted something on discuss forum, people viewd may not be the targeted audeinces. However, anyone of those individuals might forward that to own personal network. Since everyone's network is a different size, the possible connections vary, but the exponential growth is astonishing.
This is also help searching for the new group. Those individuals typically provide their online profile as a social resume, it seems gives others a snapshot of who they are. With profiles, social networking sites enable participants to connect with others who are part of a vast web of relationships.
Then, companies know how to find "group" of potiential consumers in the internet.
Reference:
Social Media At Work - How Networking Tools Propel Organizational Performance
by Arthur L.Jue/ Jackie Alcalde Marr/ Mary Ellen Kassotakis
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