As announced last month, FACE have partnered with DataSift to access Facebook topic data. This source analyses what everyone is talking about on the platform and provides aggregated and anonymised data about the topics they discuss and the demographics of the people engaging.
The FACE team have been working with this data for a month or so now and wanted to share three use cases we think add real value to the market research industry.
1. Benchmarking brand health
Globally the platform has a massive 1.44 billion users, making it the biggest social network in the world. This scale means it’s less a case of ‘representative’ coverage and perhaps more accurate to think of Facebook data in terms of a census, near 100% of the total population. A 2014 study from Pew reports that in the US 71% of the online population uses Facebook and in the UK, a 2014 Ofcom report notes that Facebook remains the default social networking site for almost all UK adults who are online (66%).
This scale and representative means that we can work with clients more confidently than ever before to use Facebook Topic Data to:
- track brand health for brands more accurately than ever before without resorting to costly surveys
- benchmark brands against each other in categories for share of voice, sentiment and engagement, using Facebook metrics as industry standard norms
2. Audience insights for planning
One of the challenges of using social data in research and planning has always been uncertainty about the people behind the status updates: who are they? With Facebook topic data we can now access aggregated granular demographic information on the audience.
With this data we have been able to give our clients reliable and representative reports on what their target audience groups (by age, gender, location lifestage) are talking about in key categories, plus understanding the content they share. This information gives researchers a robust and realtime methodology for building pen portraits of audiences that enable you to build platforms for new communication and product ideas.
3. Rapid testing of qualitative insights
Due to the private nature of the platform, interaction on Facebook tends to be more about your friends and family and the interests you share with them. This means that the information you share on online is likely more aligned to your real life offline persona.
For us it enables our researchers to use Facebook Topic Data in their research studies to test and quantify some of our hypothesis around product pain points, brand perceptions and general attitudes without resorting to surveys. This means we can use Facebook Topic Data to rule territories either in or out of product and comms development projects on a wide range of marketing categories
In the next few months we will be sharing a number of detailed use cases that we are working on with our clients so watch this space.
If you would like to see how Facebook Topic Data can help your research brief, please send an email to: Info@Facegroup.com.