Facebook Topic Data: Unlock Marketing Success!

Zuzanna Pasierbinska-Wilson

If you’re a marketer in any organization today every decision you make should be driven by data. Why? Whether it’s customer satisfaction data, website data, mobile data, in-store data, or social data, intelligence on what makes your audience tick is everywhere. But, until last year, access to the world’s largest source of public opinion remained out of reach: Facebook. Peoples’ interactions on the world’s biggest social platform remained a mystery – their likes, dislikes, and opinions never to be discovered by information-hungry marketers.

Yes, you may have had access to some Facebook information about the people who engage on your company’s Facebook pages, video completion rates and click through rates on your ads but these are all just a tiny fraction of the sharing and interactions that happen every day around your brand, products and the topics your audience is passionate about. Then there was Facebook topic data, anonymous and aggregated content data about specific activities, events, brand names, and other subjects that people are sharing and engaging around on the platform.

Since it launched last year, Facebook topic data has been transforming the way marketers make decisions worldwide. Automotive manufacturers have used Facebook topic data to better understand the purchasing behaviors of both English speaking and Spanish speaking audiences’. Film and TV studios are using the data to get a deeper understanding how people are engaging with trailers, films, episodes, storylines and characters. The insights gleaned from Facebook topic data are driving casting decisions, shaping promotions and directing storylines. Challenged by a new market entrant, a global personal care brand needed to better understand how consumers engaged with its brand and its new competitor’s brand. With topic data, the incumbent brand was able to get a truer picture of its reputation in relation to their new competitor and adjust their creative strategy accordingly.

Want to find out why more than 50 partners across the globe are now offering brands access to Facebook topic data? Watch our video and learn more…


Zuzanna Pasierbinska-Wilson

Written by Zuzanna Pasierbinska-Wilson

Zuzanna is SVP, Marketing at DataSift. You can follow her @fattypontoonski.

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