Facebook Insights

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Facebook knows exactly what you talk about, much like Twitter. But its edge is that it also knows who you are. Facebook’s latest APIs let select news outlets view search and see your public posts, plus it tallies keyword mentions and gathers the market information of everyone discussing certain keywords. But it’s verified to me that ‘We see the potential for these tools to be truly helpful down the line for brand names and agencies. That’ll definitely come in the coming weeks.’

It all started with Facebook Lexicon. Constructed by among Facebook’s very early data experts Roddy Lindsay, Lexicon launched to little fanfare back in 2008 and let you see the relative regularity of how often different keywords appeared in wall posts. Like Google Trends, you couldn’t see the specific number of times people discussed ‘Iraq,’ however could see how appeal of the term waxed and subsided. I used Lexicon while doing doing research throughout my Cybersociology Masters degree on why some memes like ‘Lolcats’ stayed popular for longer than others. The vision into our collective opinion was stunning.

Facebook Lexicon

Less than two years later on, Facebook had closed down Lexicon, and Lindsay silently left the company this June. But the essence of his work was revived today as Facebook announced the launch of the Public Feed API and Keyword Insights API, and offered access to BuzzFeed, CNN, NBC’s Today Program, BSkyB, Slate, and analytics firm Mass Relevance. The Public Feed API lets these companies look for a word and see a firehose of public posts that mention it. The Keyword Insights API, at the same time, demonstrates how many people discussed a word in both public and exclusive posts during a set timespan, and shows a group breakdown of the age, gender, and place of these people.

You can call it Facebook copying Twitter once again, but that tail end can make it a lot more effective than understandings on tweets. Back in 2010, Facebook made one of its smartest moves. It was not a huge new item, however a rejigging of how user profiles were displayed. It put all your About details smack dab at the top of your profile. Prompts like ‘Add your current city’ would look you in the face if you did not fill them out, and friends would remind you if you forgot to upgrade your profile with your new job.

And almost over night, Facebook gathered possibly the most in-depth and precise structured personal information set the world has ever understood. That information on your relationship status, education history, languages spoken, and more would become crucial to powering both its Information Feed arranging algorithm and its ad engine. It could show you more tales from people you went to college with, and let marketers pimp wedding photographers to you since you say your betrothed.

Facebook Profile Redesign 2010

Now it’s that data that can offer Facebook an upper hand in trading the zeitgeist to news outlets in exchange for advertising the social network as a place to go over lifestyle news, sports, television, and other real-time events. If the Today Program uses these APIs to demonstrate how many individuals are talking about Syria and exactly what they are saying, they are all at once telling their viewers that Facebook is where you should go over the war-torn country.

Twitter’s been doing this for many years – helping TV broadcasters fill out their shows with polls about exactly what people are stating in 140 characters. But Twitter doesn’t require you to provide your age, gender, or other information about yourself when you sign up. When you are tweeting, it hardly asks for anything previous your location and who you want to follow.

Facebook TV DataSo while Twitter could tell news outlets how many people are discussing Miley Cyrus and what they are saying, Facebook might reveal whether teens are really discussing it, or simply quick-tempered grownups. Or it could more properly state which of 2 sports groups’ house cities are publishing about them more. Incorporated with its user base being around 5 times bigger than Twitter’s, structured data might make Facebook a media darling.

A advertising beloved, too. Facebook confirmed to me that past the information outlets and analytics companies that it announced today would get Public Feed and Keyword Insights API gain access to, brand names and advertising companies will also get to gander at your conversations. ‘It’s certainly something we are exploring,’ a Facebook speaker informed me. It’s not going to be a free-for-all. ‘It’ll not be open to anyone. It’s something we will have to partner with individuals on,’ the company stated.

I ‘d bet that Facebook would at first offer some of its Strategic Preferred Advertising and marketing Developers and most significant brands a first fracture at these APIs to see what they come up with. As per Facebook’s trial-and-error strategy, it’ll most likely see exactly what developers and brands discover most useful about getting to access to your discussions and then develop out that functionality.

At first, that may be much better social networks listening functionality. By providing brand name online marketers a peek into Information Feed babble, Facebook might assist them brainstorm posts to release from their Pages. Facebook will need to protect your personal privacy, but there are still huge opportunities.

The biggest might be in turning the public awareness into smarter ads.

Right now, Facebook advertisers target you based on the organized identity and interest data in your profile. But in 2011 Facebook checked the option to serve ‘related advertisements’ that represent what you just posted about. On the other hand, in 2012’s launch of Facebook Exchange let marketers reach you in real-time based upon the other sites you have just recently checked out.

Facebook Related Ads Test 2011

If you incorporated ads based upon exactly what you are saying with real-time delivery, you ‘d have a means to target people with ads about what they are talking about and when they are discussing it. That’s how today’s APIs for news outlets might set out a course to an updated Facebook advertisements API for effectively buying keyword-mention-related ads.

For now, expect Facebook stats to appear more often in your nighttime news. If you publish publicly, you might even end up famous. Along with other Twitter-style attributes like hashtags, trending subjects, embedded posts, and validated profiles, these new APIs might help persuade you to make Facebook your digital water cooler.

But ultimately, Facebook’s financial investment in gathering structured data might settle huge time. Since when marketers can learn both exactly what you are saying and who you are, they’ll open their pocketbooks and you might, too.