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.
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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 Design, Customers 1st, Digital 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.
