A new Facebook partnership promises to help advertisers and marketers better understand how consumers use the social network to talk about topics such as TV.
Facebook has announced an international partnership with social TV analytics business SecondSync.
A statement from the social network said: “While there has long been a desire to understand volumes of Facebook chatter data, the challenge has been sharing this information at scale in a privacy-safe manner.
“Through our SecondSync partnership, we have developed a solution that enables analysis of total discussion levels on Facebook for the first time, using aggregated and anonymised data to protect user privacy.”
A whitepaper, called Watching with Friends, will be published as the first output from the new partnership. It will show how different types of people use Facebook to talk about TV across a range of programs in Australia, the US and UK.
Fred Leach, head of measurement research and development and partnerships at Facebook, said: “We’re very excited to be partnering with a company of SecondSync’s calibre and to be able to share a wealth of insight with the broader industry regarding the dynamics of how people talk with their friends about TV on Facebook.”