By using connections, you’re in a position to target users who’ve liked your page and associates of these those who have liked your page. Being capable of target pals of individuals who have liked your page is a powerful tool – we typically call it “Friends of Fans. ” If 1,000 people like your page and that they have a typical of 100 pals, you’ve 100,000 people for you to target, assuming little to no overlap on your fans. We can assume that the associates of fans have some things in common with the person who liked your page.
The logic here is that people are homogenous and have a tendency to be associates with people like them.