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BizReport : Social Marketing : May 06, 2016

How Facebook topic data is impacting social

Facebook topic data is still a new force in the social space. The data gives brands the ability to look at how consumers are engaging with posts and shares within Facebook, and that data can be rich in targeting options.

by Kristina Knight

Kristina: What impact is Facebook topic data having on social marketing?

Tim Barker, CEO, DataSift: Facebook topic data is empowering marketers to use anonymized and aggregated data (personal information remains private) as perhaps the most robust focus group marketers have ever had access to. Brands can use Facebook topic data to spot trends, patterns and better understand who their audience is and what interests them.

For example, a global snack brand has used Facebook topic data to obtain insights into its audience that would have taken months to gather via focus groups. The information gathered highlighted what the brand's key demographic was interested in, surface previously unsuspected brand connections and ultimately produce more effective advertising campaigns.

More broadly, PYLON (DataSift's technology that enables Facebook topic data) is also built with the tenants of "Privacy by Design". In the future, we believe privacy-first products will become the hallmark of the social data and social marketing industry.

Kristina: How can brands better use topic data in their social strategy?

Tim: Facebook topic data represents the start of a new era for social data. With the 1.65 billion active users on Facebook, the impact of insights gained from aggregated and anonymous Facebook topic data are nearly limitless. Advertisers, for example, can create content that more precisely targets demographic audiences, make better decisions and drive better campaigns. Facebook topic data is not simply just another stream of data being pumped in the brains of the social data industry, it's a whole new model for extracting insights from social data, a model designed to protect users privacy and at the same time to foster a more solid and replicable way of doing research with social media data.

More from Tim and DataSift next week, including his top 3 tips to implement a strategy for the use of Facebook topic data.

Tags: DataSift, facebook marketing, facebook trends, social marketing

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