Synthesio Announces Partnership with DataSift; Launches a New Audience Analytics Service

For brands and companies, Facebook is more than just a platform where they can actively market their products and services. As the social network is home to discussions from 1.44 billion monthly active users from around the globe, it’s become a valuable source of information for marketers—and most of them, in an effort to better understand their target audience, are ready to go out of their way to tap into Facebook’s data goldmine.

Recently, social intelligence platform Synthesio (@Synthesio) gained access to Facebook’s information library through its publicized partnership with DataSift (@DataSift), the only intermediary authorized to provide access to Facebook’s Topic Data.

Topic Data was launched in March 2015, enabling marketers on the social network to thoroughly look into what users are saying about specific topics, events, and activities, “all in a way that keep personal information private.” This type of functionality allows marketers to “make better decisions on Facebook and other channels, and build product roadmaps,” Facebook pointed out.

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Figure 1: Topic Data powered by DataSift (Source: Facebook for Business)

With its partnership with DataSift, Synthesio can now use topic data to launch its Audience Analytics platform. This analytics service is designed to provide Synthesio’s clients with information on how Facebook users view their respective products, as well as help them identify which aspects of their products work and do not work for their target audience.

The service will also allow Synthesio’s clients to determine the success of their campaign messages and to drill down into the demographics of engaged users. Moreover, content creators and publishers will gain access to stories trending throughout the Facebook ecosystem, presenting them with opportunities to come up with strategies that match their audiences’ interests.

“Facebook has been a part of our social analytics mix for years,” Matthew Zito, Synthesio’s VP of Product, stated. “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.”

Synthesio is the third company to receive approval to integrate topic data into its services. The other two are data visualizations company Nuvi (@nuvi) and social intelligence platform Pulsar (@Pulsar_Social).

Just recently, another social media management platform, Falcon Social (@FalconSocial), joined the list of Facebook topic data providers after announcing its team up with DataSift.

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