Time to share the spotlight, Twitter. There’s another social platform providing vital user analytics.
Facebook finally released a new analytics report, offering insight into its user data relating to television shows. The report, which was created with the help of the social media TV analytics firm SecondSync, comes as a relief to marketers yearning for an in-depth look at Facebook users interacting with television.
Why? Because it provides a thorough breakdown of user data measured by demographics, interactions, devices used, and TV show genre. Although the data only reflects select countries (the U.S., England, and Australia), the hope is that analytics representing the entire social network will be provided later down the road. So this is pretty big news for all of brand-kind.
The report, which includes interesting stat nuggets (80 percent of Facebook’s TV chatter comes from mobile devices and a quarter of Facebook users interact when shows are on the air!), is only the tip of the iceberg. With these kind of in-depth analytics, marketers everywhere can obtain the type of user data needed to better understand their consumers. It also reveals opportunities for brands to better tailor their content and engage with particular audiences. Or, if utilizing television as well, how marketers can intertwine social media with their TV efforts.
The data will also provide a more insightful look at how users engage socially on Facebook versus Twitter. Since consumers interact with these platforms quite differently, and there still remains a wide user gap between both Facebook and Twitter (there are currently over one billion active users on Facebook and 218 million on Twitter), marketers can gain a wider perspective on how social ignites during television viewing.
Fortunately, access to these analytics is the perfect remedy for the blessing-turned plague that was social TV; a concept that was inspired by Foursquare-esque apps on which viewers can “check in” to whichever television show they are currently watching. And we can’t forget second screening, which marketers tried to make work by inundating users on other devices (e.g. tablets, cell phones) with extra facts, quizzes to complement the show they were watching. Unfortunately, these efforts proved to be more distracting than helpful and consumers found little value in sharing what show they were watching.
With analytics, marketers can meet consumers where they are in more subtle ways.
And since that’s at the heart of content marketing, brands have reason to rejoice.