Facebook taps into social conversations: Everyman's sentiment analysis

Facebook taps into social conversations: Everyman's sentiment analysis

Summary: Facebook aims to fend off Twitter in capturing public sentiment as well as become a dashboard for marketers, who are likely to pay up for analytics tools.

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Facebook has rolled out tools to allow news organizations to integrate conversations about big events like the Super Bowl into broadcasts and on the surface the social network is making sure Twitter doesn't dominate gauging public sentiment. But the real takeaway is that Facebook and others are bringing big data sentiment analysis to the masses and marketers.

The social networking giant has added hashtags, embedded posts and trending topics recently and now conversations will be surfaced. Facebook partners will be able to see demographics about the people talking about a specific subject.

Buzzfeed, CNN, NBC’s Today Show, Sky TV, and Slate are using Facebook's tools today as the social network aims to capture more ad revenue. Many more companies will follow as Facebook partners.

Here's the win for Facebook:

  1. Facebook has more data on you than just about any company out there along with Google.
  2. The company has barely tapped into surfacing this data to monetize it.
  3. Facebook can capture ads as well as data analysis revenue.
  4. The company can become an analytics dashboard for marketers.
  5. And Facebook can fend of Twitter, which is the go-to sentiment analysis tool for trending topics and is largely integrated into news shows now.

The big picture here is that Facebook's social monitoring tools and demographic slicing is part of a theme. Big data and social analysis will be part of everyone's life---even if we won't call it something wonky like I just did. Combine Facebook with Twitter and what's trending on Google and Yahoo and you get a composite view of what the globe is thinking. Think of these tools as analytics for everyone.

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Companies are also going to tap into Facebook's new tools at some point. Marketing will be the first department as companies will want to see how brands, ads and strategic moves are playing.

For now, Facebook said the tools are limited.

These two tools are only available for a small group of trusted media partners. We are beginning discussions with other media partners and preferred marketing developers (PMD’s) and will make it available to additional partners in the coming weeks.

Rest assured other marketing companies are going to be looped in.

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Topics: CXO, Big Data, Social Enterprise

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3 comments
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  • There's a begged question here

    And this is it: how representative is Facebook of anything other than Facebook? Businesses who look to Facebook conversations as representative of sentiment among the population as a whole are making an assumption about FBs validity as a polling tool that is not, as far as I know, supported by any actual data.

    Ditto for Twitter and other social networking tools. Yes, these platforms are more ubiquitous now than they were (say) five years ago, but I think a pretty valid case can be made of the notion that regular users of these apps differ rather significantly from occasional users and non-users. A business that ignores the latter two groups could easily be setting itself up for a big fail in the marketplace.
    the_doge
    • Agree With the_doge

      I'm not on FB, twitter, nor Google because I don't want my thoughts becoming a "trend" nor statistic. I have very oddball views especially when it comes to technolgy, privacy and security. I don't have a tablet because I personally don't have a need for it (smartphone is enough) and, for work, we really can't use portable devices because our data cannot be seen by anybody, including most employees (theft/loss has to be 100% prevented). I do use some search engines but I never click on any ads even if they stimulate my interest. Not that I really pay attention to them anyway. If they get too much in-your-face, I go elsewhere. I don't use a PUBLIC cloud due to employees of the cloud providers looking at data and other items found in the terms of service.

      I wonder what percentage of the information on all of these sources is phony anyway? I may, at some future time, go onto these sites just to see what is out there but there will be NO real data being divulged. At least none that I don't already share.
      hforman@...
  • Marketers take note

    Nice article, Larry. This is an interesting development from Facebook and one that marketers should monitor closely. The big question marketers should be asking is if Facebook’s trend analysis corresponds to a control such as sales or survey data. If so, the integration of this Facebook data with attribution providers could supply marketers and advertisers with insight into the effect of their advertising on changing sentiment on Facebook, which could correlate to more important metrics, such as sales and profit.
    Jeff Zwelling