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Facebook Inc will allow deeper insights into its data base, while it enters a new business stage, a tool named “Topic Data”, which will allow the marketers and advertisers to better analyze their opportunities.
Until today, the social media giant has restricted the access of companies to these information, but now it opened its doors. Advertisers and companies will benefit from the move and find out better ways to improve marketing strategies and avoid unwanted practices. The marketing consultancy tool will help the companies to have a better understanding of the market.
This business tool is at an experimental level for now, but it will allow some privacy-safe peeks at its data. Topic Data was developed in collaboration with Data Sift, a startup that offers brand analysis. Facebook said that it will provide insights into brands, events, audience preferences and activities, but it will all be anonymous.
Topic Data is intended for businesses in the US and UK, but Facebook added that it has plans to expand the service globally later on.
How does it work? Facebook said that it will offer details from the consumers’ discussions about a feature of a certain product. The information can be then utilized to target specific demographic or set up campaigns that are more relevant to the audience related to the product. A brand can measure consumer receptivity or opinion about its products and can draw conclusion after analyzing the data.
What DataSift does is to keep the information anonymous. The company will gather all the data and offer it to clients, after they have completed a query regarding the products. Queries which request personal information will be banned.
One of the major causes for upsets in the social network will be the fact that Facebook has provided no “opt-out” options to users. In order to stay off the grid, the user would have to set his or hers posts to private or not to post at all.
Facebook added that its new feature is not a brand monitoring tool and that marketers will not be able to keep track of every time a brand is mentioned. Topic Data insights will give these companies information about what is being shared or what the specific trends are.
Image Source: Mashable
