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Facebook unveils Topic Data treasure trove

It's the type of thing marketers dream about: Facebook opening the doors on its massive treasure troves of data. Well now it's happened in the real world, sort of.

Topic Data

Facebook has just launched Topic Data, designed to give marketers a peek behind the curtain.

"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," Facebook explained.

Takeaways

Now marketers can glean insights from the conversations users are having on Facebook.

Facebook used the example of a business selling a hair de-frizzing product accessing data about users discussing humidity's effect on their hair (although how many people ever discuss this is anybody's guess).

Another example was a fashion retailer tracking which items users are chatting about to inform which products they stock.

It's important to note that Topic Data cannot be used to target ads, but is intended as a guide for marketers looking for greater insights into the vast Facebook morass.

Facebook was at pains to point out that user privacy is paramount and no personal information will be shared.

New beginning?

While similar insights have been available from third-parties for some time, Facebook says the sample groups are often small. Facebook didn't reveal the size of the net it casts for Topic Data, but it's safe to assume it's rather large.

Topic Data is now rolling out in the US and UK. Stay tuned for an Australian and NZ release date.

To find out more visit facebook.com.
 

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