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What Topics Matter to Your Audience?

Posted on 3.10.2015

Facebook is offering new customer insights that will help marketers deliver more relevant content to consumers.

The insights, dubbed topic data, will initially be available to select Facebook partners. With topic data, marketers are able to see what audiences are saying on Facebook about events, brands, subjects and activities – all while keeping Facebook members' personal information private. According to the social network’s announcement, marketers can leverage topic data to make better decisions about how they market on Facebook and other channels, as well as to build product roadmaps.

“A business selling a hair de-frizzing product can see demographics on the people talking about humidity’s effects on their hair to better understand their target audience,” the social network’s announcement states.

Additionally, marketers can leverage topic data to measure brand sentiment or keep an eye on what products its target audience is talking about to ensure those products stay in stock. It is also important to note that although this type of data has been available before from third parties, Facebook notes that the sample size was typically too small to be significant.

“With topic data, we’ve grouped data and stripped personal information from Facebook activity (not including Messenger) to offer insights on all the activity around a topic,” the announcement states. “That means marketers get a holistic and actionable view of their audience for the first time.”

While topic data provides guidance to marketers, Facebook says that it cannot be used to target ads directly. Moreover, to help Facebook develop and scale topic data, the social network partnered with DataSift to power the platforms that turn the data into insights. That said, topic data is currently only available to a limited number of DataSift partners in the US and UK, but Facebook plans to expand this feature’s availability at a later date.

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