martedì 24 Maggio 2016

Ever heard of Facebook topic data?

Why Facebook matters

As you may well be aware, Facebook is the world’s largest social network, with over 1.5 billion monthly active users, sharing their opinions, content and experiences on walls, pages and groups across the network. Until now, the ability to tap into that to understand what people care about on topics or brands was limited. Now with Facebook topic data, you can tap into aggregated, anonymized data about the specifc activities, events, brand names, and other subjects people are sharing on Facebook, without compromising their privacy.

The amount of activity on Facebook is huge – with 1.01 billion daily active users, it provides the largest pool of audience data available. Due to it’s anonymized, aggregated nature, Facebook topic data allows you to tap into the topics, opinions and activities people are sharing that you wouldn’t otherwise have access to - you get the beneft of the insights, without compromising user privacy or running into compliance issues. Facebook Insights provides incredibly accurate demographics data at an audience level, including gender, age and location.

Facebook-Topic-Data-Sysomos-Scout[1]

Harness the power

Insights from Facebook topic data can help you optimize your content and marketing strategy through:

Market research - Understand what your target audience is sharing and engaging with around specifc industries or topics to better inform your next campaign, product or marketing strategy. Uncover new opportunities and new audiences to target.

Brand and competitive comparison
- Inform your Facebook and broader marketing strategy, as well as uncover potential areas of concern, through analysis of what’s being shared about your brand and competitors, including the topics, sentiment and drivers of engagement.

Content optimization - Understand the content being shared by your audience, including around other brands and topics, to further optimize your content and targeting to most appeal to your desired audience. We can help you harness the power of Facebook topic data through in-depth analysis undertaken by our experienced data analysts.

 

Introduction

Facebook topic data is aggregated, anonymized data about the specifc activities, events, brand names, and other subjects people are sharing on Facebook, without compromising their privacy. This data can be used by marketers to help inform and optimize your marketing strategy, messaging and campaigns through a better understand of the themes, topics and demographics related to brands on Facebook. DataSift, the Human Data Intelligence provider, and Facebook are working in partnership to enable brands and advertisers to gain insights from real time Facebook topic data, while protecting the identity of individuals by aggregating and anonymizing results to provide insights. For example, in Italy, KPI6 has been the first company to partner with DataSift and offer advanced insights on Facebook audience to the Italian market.

 datasift-how-it-works[1]

About the data

Facebook topic data is a little diferent to the type of data you normally get using third party services, so it’s important to understand these diferences. This aggregate, anonymized data is derived from what people are sharing on walls, groups and pages across Facebook (not including Messenger). Facebook data volumes are huge – with 1.01 billion daily active users, it is the largest pool of online audience data available.

boosting-your-brand-marketing-with-facebook-topic-data-insights-7-638[1]

What it provides

Facebook topic data allows us to uncover, on an aggregate, audience-level basis:

- Demographics, including age, gender and region/country
- Text analysis including topics and sentiment
- Link analysis to discover the content being shared
- Engagement metrics, including Likes, Comments and Shares

 

Unique features

Aggregate - Unlike other social data, Facebook topic data is aggregated, meaning that the insights are at audience level, and you are unable to read the content of specifc posts

Anonymous - Due to the anonymized nature of the data, it is not possible to view author names. In addition, to ensure that author anonymity is protected no data set representing less than 100 individuals is delivered.

30 days rolling archive - Data is available from the day the search is setup forwards, with a rolling archive of 30 days, and is not available historically.