By Claire Austin – Head of Native and Social at King Content
Every brand and company out there is data hungry. We crave it constantly, and we’re always looking for new information that’s going to give us that competitive edge. So when I first heard about Facebook topic data I was like a kid in a sweet shop. “We have access to aggregated and anonymised interactions and engagement across the entire Facebook platform?” I asked. The answer was yes. Incredible, right?!
We spend so much time manicuring our lives and submissively passing over information on Facebook, we’re making it one of the world’s biggest sources of public opinion. As a result, it is one of the most data-rich sources in marketing today. So why I am so excited? Well, King Content is just one of a handful of companies in Australia that currently has access to Facebook topic data.
Think about it, we use Facebook multiple times a day. Just today I’ve scrolled about 10 times to find out what my friends are up to, express my excitement over Liverpool’s win against Arsenal (something I hope I’ll be doing more of this season!), catch up on the news from the Olympics and UK, share an article about the top 10 places to eat chicken in Sydney, and share pics from the City2Surf and the sunny weekend we’ve just had! That’s a whole lot of information I’ve divulged, and I’m just one of millions who is doing that every second of the day. Now can you see how much data is being created, and why I’m so excited?
This submissive sharing of our lives is gold for marketers who are constantly wanting to learn more about their audience and how to get close to them. It’s crazy to think that up until recently we were still doing written surveys to get this type of information. I’m not saying that surveys aren’t valuable, because they still have a purpose. However, this data will provide brands with instant learnings; providing them access to public opinion and actionable insights at their fingertips.
In my opinion, the most important part will be the analysis and interpretation of the data we can get from the platform. My pet hate is seeing a social media report, or any report for that matter, that has beautiful graphs but no analysis. That’s like serving a roast dinner without the gravy – why would you do that?! The two go hand in hand (data and analysis, that is!), and are critical to the research and reporting process.
The interpretation and application of this data is what’s going help brands set themselves apart, so that’s where we at King Content will be focusing our efforts. We want to enable brands and companies in Australia to understand their customers, their behaviours, how the brand is perceived and what people are saying about you versus your competitors. Once we know that, we can plug those insights into product development, campaign development, informing content pillars, optimising content creation and, ultimately, building out more robust marketing strategies.
Digital marketing, especially social media, is often described as smart marketing, and Facebook topic data has just raised the bar.