Ever wonder what people are saying about your business on Facebook? Soon Facebook will start telling you. The social media site is in the testing phase of giving Topic Data to select partners.
Topic Data is essentially what people are saying about your industry and your products. For example, a pet store can find out what brands customers want or what pet-related activities are happening in the area based on what people are saying on Facebook. Facebook is partnering with DataSift to find the data and, for now, is only making the information available to select DataSift partners.
Digital Air Strike already has much of this information as we manage thousands of dealers’ Faceboook pages. This gives us insight into what people across North America are experiencing when it comes to car buying – – including what works to bring them into a dealership and how our dealer clients are closing sales.
Most importantly, our Facebook ads team has targeting and promoting ads down to a science. We can pinpoint Facebook users based on some really specific things including: how old their car is, if they are in the market for a car, the cars they like, their location, income, interests, behaviors, and age.
So while many business owners are waiting for Facebook’s Topic Data to become available to them, Digital Air Strike’s clients should know: We’ve got you covered.
Here is Facebook’s post about Topic Data in its entirety:
March 10, 2015
Topic Data: Learn What Matters to Your Audience
Marketers want to understand what people think about topics related to their business, so they can make their products and marketing more relevant to their customers. In the past they’ve looked at the things people share online to get an idea of what people care about, but, until now, the information available offered a limited view. To make marketing content more relevant for people and more effective for marketers, we’re introducing topic data to select Facebook partners.
What is topic data?
Topic data shows marketers what audiences are saying on Facebook about events, brands, subjects and activities, all in a way that keeps personal information private. Marketers use the information from topic data to make better decisions about how they market on Facebook and other channels, and build product roadmaps.
For example, with topic data:
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.
A fashion retailer can see the clothing items its target audience is talking about to decide which products to stock.
A brand can see how people are talking about their brand or industry to measure brand sentiment.
While this type of data has been available from third parties before, the sample size was often too small to be significant and determining demographics was nearly impossible. 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. That means marketers get a holistic and actionable view of their audience for the first time. It’s important to note that topic data provides guidance for marketers but it cannot be used to target ads directly.
Personal information stays private
Like other insights information on Facebook, all the information used for topic data is anonymized and aggregated. We are not disclosing personally identifying information to anyone, including our partners and marketers. And, the results delivered to marketers are analyses and interpretations of the information, not actual topic data.
Turning data into actionable insights
To help us develop and scale topic data, we’re partnering with DataSift, a trusted leader in the data industry. We want to make sure the information we provide is useful to marketers, so we’re using DataSift’s technology to power the platforms that turn the data into insights.
“When marketers have a deeper understanding of people and what they are interested in, they can create more relevant experiences for their audiences. We focus on providing WPP’s clients with insights into what people say and think about their brands and products. By looking at topic data, we empower brands to make smarter marketing decisions. And we’ve worked with DataSift for some time—the way they cleverly collect and organize data continues to make it simple for WPP to ingest, connect and leverage it across the agency network.” — Nick Nyhan, CEO of WPP’s Data Alliance
We are still discovering all the ways topic data can help marketers, so, to start, topic data will only be available to a limited number of DataSift’s partners in the US and UK. (The data will be limited to those countries too, to start, and every partner DataSift works with for topic data is reviewed and approved by Facebook.) Our plan is to iterate on topic data thoughtfully and deliberately, and look to expand its availability at a later date.