Facebook introduces 'Topic Data' to help marketers understand their target audience
Facebook has rolled out “Topic Data,” a tool for marketers that shows them what audiences are saying on the site about events, brands, subjects, and activities while keeping personal information private.
The tool has been designed to help marketers “make better decisions about how they market on Facebook and other channels, and build product roadmaps,” according to the social network's blog.
For example, the company said a business selling a hair de-frizzing product can use topic data to see demographics on the people talking about humidity’s effects on their hair to better understand their target audience.
The social networking site has partnered with DataSift to develop and scale topic data, using its technology to “power the platforms that turn the data into insights”.
Facebook has highlighted that while the data provides guidance for advertisers, it cannot be used to directly target ads. Results delivered to marketers are analysed and interpretations of the information provided rather than the actual data itself.
Nick Nyhan, chief executive of WPP’s Data Alliance, said: “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.”
For now, the data will only be available to a limited number of DataSift partners in the US and UK. The company added that it plans to expand its availability at a later date.
Earlier this year, Facebook introduced its “product ads” which let marketers upload their product catalog to Facebook and create campaigns that target certain products to specific audiences.