What stops your audience from sharing your status updates? Why do some of your marketing campaigns fall flat?
As a Facebook marketer, you want to know the answers to these and many other questions. Data is probably the first and most important thing you need to look at and analyze to come up with a practical conclusion.
And now courtesy of the folks over at Menlo Park, you can analyze more data pertaining to your target audience. This has been made possible with the rollout of Topic Data.
Topic data enables marketers to take a look at data of what the audience is saying about brands, subjects, activities, events, and more. The social giant has teamed up with DataSift (the social data provider), on the initiative.
Facebook says that it will also help marketers see demographic on the audience talking about a particular subject. For example, “A business selling a hair de-frizzing product can see demographics on the people talking about humidity’s effects on their hair.”
Marketers welcome Topic Data
This introduction is a blessing in disguise for marketers, who’ve been hard hit by Facebook algorithm changes in the last few years. The result has been a huge decline in organic reach of brand pages.
Access to Topic Data will allow for better targeting, as brands will be able to use new metrics, phrases, and keywords to identify new audiences and create relevant content to recover recent losses from their marketing campaigns.
Facebook guarantees that all information in topic data will be private, and there is no identifying information disclosure to partners. DafaSift’s cutting edge technology has allowed social data to be organized into information that can be used to improve company tactics, and all is done anonymously.
The data is only available through DataSift partners, who have access to the topic stream. An API has been created for partners and DataSift is also accepting requests from brands interested in using it. At the moment, the functionality is available to brands in the US and UK.
Facebook said that such data has been made available before, but the sample size wasn’t large enough to assist marketers to fully test what they see. And because Topic Data measures conversations on the social platform, marketers can get an actionable and holistic view of their audience.
How developers can use Topic Data?
You’ll have to start through DataSift’s PYLON technology to create insights from your Facebook campaigns. The information extracted from Topic Data can be categorized under:
- Engagement: Likes, Shares or Comments
- Types of posts (public, non-public, pages): Content, Hashtags, Topics or Links
PLYON will allow you to create filters to identify the relevant data, and then DataSift will extract matching data from Facebook’s Topic feed, before storing collected data for 30 days for brands to analyze. It’s important to note that there is no historical information that can be analyzed; brands can only analyze data after they’ve created filters.
The feed will record interactions from both stories (posts added by users in their timeline) and engagements (like, comments, and shares). The additional data is meant for helping brands to create insights such as demographics.
In demographics, for instance, you get to see the region, gender, and age of your target audience. All of these details are already specified in a person’s Facebook account. In case of location the specified region will be considered as the user’s place of residence, not the geo-location, as privacy is an essential aspect of Facebook Topic Data.
What can you do with Topic Data insights?
With the data, you can find out what your target audience thinks about your brand, and how they compare it with your competitors. Some insights also enable you to analyze how often your products are being mentioned in general, and mentioned against mentions of competing brand products. This type of information can be used for market research.
Next, the ability to look at demographics of target audiences interested in a particular subject will be critical for optimizing your marketing campaigns.
Other uses of Topic Data include measuring customer satisfaction and anticipating demand for a product or service before launching it in a new marketplace.
A comprehensive view of the target audience will allow brands to access every aspect of their business. However, it should be noted that Topic Data doesn’t offer targeted tracking of ads, or an ability to A/B test ad campaigns, like AdEspresso does. You can instead use Topic Data to gain a holistic view that helps you build a bigger picture of an industry, marketplace, or a product.
What you can’t do with Topic Data?
While Topic Data offers a plethora of new opportunities, marketers and advertisers won’t be able to
- Access raw topic data, such as posts created on a specific topic. And topic data can’t be used for direct ad targeting, though it may be possible to integrate the new insights into marketing campaigns.
- Retroactively search for insights gained from Facebook Topic Data through their respective social analytics firms, unless the analytics firm has paid a fee to DataSift to access data.
- Gain insights from private comments data or messages. These remain out of Topic Data boundaries.
Is Topic Data meant for everyone?
Definitely. Any business marketing on Facebook can leverage the new insights to create a product or service that is in line with the wants and needs of their customers. Topic Data will encourage some brands to expand their scope, while convince others to narrow-down their approach and opt for a more specific strategy.
Access to specific, behavioral, and psychological observations about customers would also increase the effectiveness of Facebook campaigns, as brands can leverage the new data to optimize ads and other ad metrics.
So once you have access to all the Topic Data insights, you can fine tune your choice of a business plan, product road map, and simply more, while promoting on Facebook, and even some other online networks.
What are your thoughts on this new introduction? Feel free to leave comments.