March 11, 2015Published by: Drew Benvie

Facebook further develops audience engagement for brands with Topic Data

fb topic data

Facebook yesterday announced the launch of Topic Data, coming first just to brands in the UK and US, enabling advertisers to get their hands on data of "what users are saying about events, brands, subjects and activities."

This data is about all topics, not just about brands' own content, and is anonymized. This means organisations are able to see more clearly the topics that switch on their target audiences. Facebook has teamed up with social data provider DataSift on this initiative.

Here's what Facebook has said about the new launch in its announcement:

Topic data shows marketers what audiences are saying on Facebook about events, brands, subjects and activities, all in a way that keeps personal information private. Marketers use the information from topic data to make better decisions about how they market on Facebook and other channels, and build product roadmaps.
For example, with topic data:

A business selling a hair de-frizzing product can see demographics on the people talking about humidity’s effects on their hair to better understand their target audience.

A fashion retailer can see the clothing items its target audience is talking about to decide which products to stock.

A brand can see how people are talking about their brand or industry to measure brand sentiment.

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