Facebook to tell advertisers what users talk about
New partnership with data firm to help companies target audiences more accurately
Facebook has signed a new deal with a data firm called DataSift in a bid to help advertisers better understand how people use the social network.
The partnership will make it easier to find out what users are talking about on the network, also known as Topic Data.
Facebook said in a blog post: "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; or a brand can see how people are talking about their brand or industry to measure brand sentiment."
The move is the latest in a series of steps Facebook has taken to help advertisers and companies better understand how people use its service. Facebook has expanded efforts to help companies study the effectiveness of their ads on the social network. The social network has also created new services to help companies send ads to its users both while they're using the social network, as well as when they're using some apps or outside websites.
"The partnership with Facebook leverages DataSift's technology to aggregate and deliver summary results from topic data, enabling developers to build innovative marketing applications that surface insights into what audiences are saying on Facebook." DataSift said in its blog.