Thursday, September 25, 2014

Get to Know Your Audience Better with Facebook’s New Insights Tool

Marketers, you’re in luck! Facebook recently launched its Audience Insights tool for advertisers, which was designed to help marketers learn more about their target audiences, according to the social network.  The company stated in a news release, “The more customer insights you have, the better you’re equipped to deliver meaningful messages to people.”

Today, social media allows marketers to reach consumers in a unique, untraditional environment where they are deeply engaged and constantly generating meaningful conversations. There is a huge opportunity in making sense of the social data created by the billions of users who broadcast their interests and opinions across social media channels like Facebook.


Not to be confused with Page Insights, Audience Insights is different because it looks at trends about current or potential customers across Facebook, whereas Page Insights looks at the interactions with your Page (likes, comments and shares). Some ways Audience Insights can help marketers learn about their audiences include: understanding what demographic traits index highest for page audience vs. the entire Facebook population;  identifying the pages liked most often by the audience that has liked the page and; viewing the Personicx lifestyle categories that index highest for brand page audience.

According to a recent post on InsideFacebook by Grant Parker, Vice President of Strategic Partnerships at 4C, Facebook Audience Insights has begun rolling out within Ads Manager for all U.S. marketers, with global access coming in a few months.  


About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.   

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