Facebook Partners With DataSift to Provide Brands with Consumer Insights through Topic Data
Facebook has introduced a new product “Topic Data” that will provide insights to marketers on discussions being held across the social media site by users. Facebook has partnered with DataSift to launch this new product in the US and UK.
As revealed by Facebook, “Topic data shows marketers what audiences are saying on Facebook about events, brands, subjects and activities.” Facebook is hoping this information will help brand develop products that are yet not available but wanted by people.
Topic Data gives a brand the advantage of knowing when the time is right to make a move onto its target audience. Sentiment, location, volume of mentions and words that are being mentioned along a brand can be pulled by interested marketers.
Twitter has already been offering such services for some time. Facebook on the other hand might have waited for so long because of the arising privacy concerns among users that are sure to follow. Through Topic Data, Facebook has tried to offer a privacy-safe way for brands to seek information without infringing on any personal information of users. This has been made sure by aggregating and anonymizing the data thereby restricting brands from knowing who exactly said what on Facebook during a conversation. Facebook will also ban identifiable data such as home addresses that might come in certain queries.
Facebook users do not have the option of opting out of, and the only way they can address their privacy concern is by either setting the visibility of their posts to “only me” or by not making posts on Facebook at all.
Topic data tells the internet marketers what audience says about subjects, events and activities. Marketer use topical data to make better decision about the market. It is only used for guiding marketers. It can’t used to target ads directly.