When the DataSift team launched Facebook topic data and announced our partnership with Facebook, there was a lot of excitement from our partners, customers and especially from the marketers and agencies who can take action based on how people are sharing and engaging with their brand on Facebook.
For the past four months, we have been working closely with a number of partners to integrate Facebook topic data into the social applications and dashboards that marketers use every day to make decisions. I’m excited to announce that as of today, topic data is now available via a number of social companies and agencies listed on our partner portal. This is the first time that you as a marketer or agency can define a topic (your brand, competitors, events, etc.) and understand the audience around that topic: what they are sharing and engaging with (visited web pages, hashtags used, related terms) to make decisions.
Since the launch we have learned a lot about topic data.
As a marketer, I’m always looking for an edge or a new way to ensure that my team is creating compelling content and connecting with the right audience. Facebook topic data enables us to understand more about an audience we are interested in – what they are sharing and engaging with on Facebook. I’ve always had great insights into my paid Facebook content or my corporate-owned page but never what people share and engage with directly in their news feeds. Suddenly, I can understand the engagement around my topics, including the demographics of the audience, the URLs, hashtags and terms they are using related to that topic.
I’ve also learned that the sharing that happens on Facebook is unique in two ways:
1. Due to the experience that Facebook offers, audiences spend more time on Facebook, write more text and share more detail than on other social channels.
2. Due to Facebook’s scale (1.44 Billion monthly active users at last count!), it is the closest thing to a true representation of the world’s population there is. So I know the results I’m looking at are representative of the general population.
These two factors along with the self-declared nature of the demographic data surrounding my audience give me the confidence both in the accuracy and the statistical significance of the results to make big bets and decisions on my marketing efforts.
For example, when analyzing a major automotive launch, we were able to understand the efficacy of PR efforts and how they translated into engagement on Facebook using topic data. Surprisingly, many of the usual suspects were not as high on the sharing scale as one would have expected and a site called examiner.com had far more engagement in the highly coveted 45+ age demographic. We revealed an entirely new avenue of promotion and influence and were able to help them deploy new strategies to reach their targeted demographics. As a marketer, I not only want to know where my articles showed up on the public web, which is easy to find today, but also how they are engaged with and shared on the world’s largest social platform. Until now this type of analysis was impossible.
Through this unique partnership with Facebook, we’ve also been able to apply our VEDO Intent technology to understand the intent that audiences are expressing about specific topics, enabling marketers and agencies to build better content based on these signals. In the automotive case above, we were able to create a simple classifier that allowed the customer to understand how much sharing there was, and how many of those shares had an “intent to purchase” signal in the way that they spoke about this new car. Based on this knowledge, the brand’s marketing department was able to understand which of the shared content best drove this intent as well as additional details about audience demographics. Deep insight included audience differences by location, age, and gender. This granular detail allowed this brand to shape better content and target more accurately to reach the right audience on Facebook.
Using Facebook topic data for you to build better content and connect with your audience is just the starting point. This is a rare opportunity to set yourself apart from your peers and demonstrate real competitive differentiation. Take the next step, contact one of our partners and find out what incredible insights topic data could hold for you to better connect with your audience.
Join us for our next webinar to learn more about Facebook topic data and how you can work with one of our partners.