Social intelligence platform Synthesio announced today that it has partnered with DataSift to offer access to Facebook topic data.
Topic data, launched in March, gives marketers the ability to see what Facebook users are saying about topics relevant to their businesses. The data is served in an anonymous and aggregated form by Facebook partner DataSift. Nuvi and Pulsar were the first social listening platforms to partner with DaftSift.
Synthesio will use topic data to power its Audience Analytics platform, which provides businesses insights into:
Brand Health — Understand popular perception about their brands and products across Facebook’s 1.44 billion users, including what aspects of their products drive the most positive or negative intent
Campaign Analysis — Identification of campaign messages that are resonating with the overall population, as well as demographic breakdowns to understand what audiences are engaging with the advertiser
Content Performance — Allows content creators and publishers to understand where stories are trending throughout the Facebook ecosystem
“Facebook has been a part of our social analytics mix for years,” Synthesio VP of product Matthew Zito said in a release. “But adding Facebook topic data opens up a whole new world of anonymized and aggregated data that no one in the industry has previously had access to, and we’re excited to drive even more innovation in this space.”
Postscript: A previous version of this article stated that Facebook topic data is limited to information from the US and UK. That was the case at launch but Datasift has since extended the feature and now offers topic data in 55 countries.
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