Think what you will about the value that social network advertising can bring in
terms of Web traffic or out and out sales, what is interesting is not the
demographic targeting that is available through these outlets, but rather the
incredible amount of keyword data that is ripe for the picking.
I reintroduced myself to Facebook
Lexicon today, a tool to count occurrences of words and phrases on
Facebook users' walls over time. What does this have to do with keyword
seasonality and advertising you are undoubtedly asking? Well, if you know when
certain terms are used, you can pretty much guarantee that that consumers will
be searching for various solutions to their problem. And if we know when users
are searching for those terms, we can leverage that knowledge to make informed
media buying decisions about when to place ads.
Let's take a look at the key phrase "the flu". You can see in the graph below
that starting around the first of the year all the way through early April,
Facebook users are posting those words on others wall - for example, "I have the
flu." So how do you leverage that for your own benefit? Advertise to the
Facebook audience around these times specifically. You could even further your
targeting and leverage other public information such as the
Center for Disease
Control and Prevention's Flu Activity and Surveillance reports. Using that
CDC information, we know which regions are being hit the hardest by the flu from
week to week and can geographically target states with our flu remedy.
Now you might be thinking that understanding the seasonality of keywords is
excellent information to have and all, but what if you really wanted to dig deep
into these keyword trends - what other information is available. How about the
day of the week that these terms are used? And what if we could cross-reference
one term with another to determine a relationship between the two. How about the
keywords "party tonight" and "hangover" - that should give us some valuable
insights. Someone could extrapolate several interesting things from a graph like
the one below in relation to the aforementioned keywords. For example, you can
see that the keyword "party tonight" starts to increase on Thursday and peaks on
Friday and Saturdays. What we can also see is that the peak of mentions of the
keyword "hangover" follow very closely and appear the next day.
While both "the flu" and "party tonight" vs. "hangover" are rather obvious
examples, it's clear that Facebook Lexicon is a powerful free tool to help you
get inside the minds of social media users.