Today we are delighted to announce that we are adding data from a further 57 countries and territories to PYLON for Facebook Topic Data. The addition of insights from the Asia-Pacific region brings the total number of countries covered by the service to 139, expanding even further what was already the largest database of audience opinion ever made available. Countries added today include India, Japan and Australia. A full list of the countries covered by Facebook topic data is included in our FAQs.
From Canada to Kiribati and from Sweden to South Africa, Facebook topic data now includes posts and engagements from people on Facebook in six continents and, with the inclusion of this final group of countries, the vast majority of Facebook’s 1.55 billion monthly active users are represented. This is a huge and diverse audience that marketers around the world can tap into to understand how they should be communicating with their customers and potential customers. Global brands can get insights into the differences between their audiences in different markets to build the most relevant content for each country. The aggregated and anonymized insights that marketers can get from Facebook topic data mean that they can make informed decisions about all aspects of their campaigns, from building better creative to identifying influential media and from audience discovery to reputation management.
It is not just the quantity of data that makes Facebook topic data so important to marketers the world over, but the quality too. Facebook topic data includes self-declared demographic information so that marketers can focus on their target market – or identify new ones based on engagement with relevant topics. It also means that it is easy to understand how representative the audience is of the public at large and make decisions with a confidence that has not been possible with other data sources. Also, the content of the posts on which the data is based is more representative of public opinion than other research tools – some other social platforms contain an unrepresentative amount of self-promotion, whereas observer bias and self-selection bias are both problems in traditional market research.
As well as expanding the range of topic data, we are also adding functionality to include insights from Facebook posts that link to relevant web pages – even if the brand, product or issue is not included in the post itself. For example, if I wanted to share my excitement about buying my son a present of an Xbox game that is really for me, I might post “Can’t wait for this to arrive!!” with a link to the Amazon page. There is nothing in what I have typed, or the url, that shows I am engaging with the Xbox brand – but there is in the web page title. From now on marketers can choose to include this type of sharing in their aggregated and anonymized analysis in order to draw insights from a more complete dataset.
To find out how to get access to unprecedented insights from the world’s largest social platform visit our partner portal to find the best solution for you. Or if you would like to become a partner and deliver these insights to your customers, then please get in touch.