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BizReport : Social Marketing : May 09, 2016

Top 3 tips for brands to implement a Facebook topic data strategy

DataSift's partnership with Facebook, for Facebook topic data, allows insights to be drawn from posts, likes, comments and shares from among Facebook's 1.65 billion monthly active users. DataSift's CEO shares tips for creating a better topic data strategy.

by Kristina Knight

First, pinpoint a brand's true audience.

"Even the most data savvy advertisers may rely on some form of intuition and assumptions when it comes to determining their target audience. For example, through Facebook topic data, a truck manufacturer discovered it had an untapped market: women in the Midwest who loved to drive and own trucks. Similar to the truck manufacturer, with Facebook topic data, a brand gains the broadest audience reach and insights into every demographic segment with granularity down to the age group, gender and region level," said Tim Barker, CEO, DataSift.

Second, determine what content type(s) your consumers like.

"With Facebook topic data, marketers essentially gain access to one of the world's largest sources of public opinion data, from which they can discover what content resonates most across demographic groups. Armed with this information, brands can create more engaging content for individual consumer segments that driver higher conversion rates. For example, an ad agency used Facebook topic data to determine which media outlets and celebrities were influencing the its target audience (young women) so that they could make decisions on which channels to advertise in and which famous faces to approach to appear in the campaign. From analysis of the magazine links shared by young women on Facebook, Facebook topic data helped the agency find out which of the top women's magazines were most popular online with its target demographic group, in addition to which celebrities appearing in those magazines were driving the most engagement," said Barker.

Third, consider the timing.

"All of a brand's content may go to waste if its target audience is not paying attention. Using Facebook topic data, advertisers can run a time series analyses to capture all the engagement before and after a related or past event to find the perfect time to place an ad and schedule it accordingly," said Barker.

Tags: DataSift, facebook advertising, facebook topic data, social ads, social marketing

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