Social media advertising and intelligence provider SocialCode turned its attention toward communities on Facebook with its launch of Community Optimization, which mines publicly available data about users who like brands.
Community Optimization factors in data including other brands those users like (including competitors), personal interests, and media interests in putting together “a detailed psychographic profile of a social community.” The tool:
- Identifies media interests, which allows brand managers to choose appropriate media targets.
- Highlights the types of messages those users respond to best, which can influence content on and off Facebook.
- Identifies celebrities, personalities, athletes, or brands that interest those users the most in order to shape sponsorship decisions.
SocialCode CEO Laura O’Shaughnessy said:
Traditionally, brand marketers have spent substantial resources on market research to understand who their customers are, what they are interested in, and how they behave. Community Optimization provides brands with this deep level of insight, using their Facebook community as a means for revealing their customer base.