Facebook Testing Allows Marketers To See What People Are Saying

Facebook is soon going to let us peek inside the very innards of the Big Blue Factory and see exactly how it’s fueled – the deal here is that Facebook is apparently testing the ability to give marketers and the like the opportunity to analyze “what topics, themes, brands and products are being discussed.”

The beta test isn’t expected to be widely available until next year, according to people familiar with the offering who spoke on condition of anonymity to discuss something Facebook hasn’t announced yet. Early ad partners, which include top agencies and media companies, are searching Facebook’s vast history of public posts to see what topics, themes, brands and products are being discussed. Users’ identities are withheld.

It’s all still very hush hush.

Why It’s Hot:

The new tool could help marketers see the social network in a whole new dimension, and even give them a broader understanding of their businesses, with data that informs them about trends in the industry and the consumer mindset.

Facebook has always been much less interested in the content of posts than how people respond to them. “On Facebook, you know everything about a person from their profile, what they liked and who they connect with,” says one agency executive in the test. “But Facebook is not good at knowing what people are saying, what they’re posting.”