SecondSync + Facebook: The Start of a Good Thing

With web devices constantly at our side, we’re using social platforms to express more valuable information than we may recognize. As the Super Bowl just recently took place, advertisers sat at the edge of their seats tuning into different social outlets to extract data informing the success (or lack thereof) of their marketing efforts. Micro-blogging site Twitter has been in the forefront of tracking television sentiment, offering a real-time glimpse into attitude and viewership…until now.

A report was published yesterday by research firm SecondSync that tracks television analytics as they relate to Facebook users’ activity and data. Statistics were dense with the combined strengths of both SecondSync and Facebook, indicating times in television programs at which users of certain demographics were buzzing about shows. SecondSync reveals the demographics, interactions, devices used, and TV genres and mashes it up into a report aiming to make marketers more well-informed professionals.

The strength in Facebook data combined with television sentiment isn’t limited to the sentence-dissection ability of this technology (to provide positive, negative, or other ‘sentiment’ based on different words posted by users), but users’ Facebook profiles give those in the television industry greater insight into who is watching their programs. As opposed to Twitter, Facebook users’ profiles have more fields to fill in personal details, not just limited to the typical ‘location’ and ‘gender’ drop-down boxes of many online platforms. Facebook Timelines are extremely dense with information, and thanks to this collaboration with SecondSync, these details could end up revealing tons of information regarding program viewership than Twitter.
Taking it a step further than simply revealing the viewership of television programs, this reporting can work to specify the ways in which viewers interact digitally/socially with television programs. This information could help sell more targeted advertising as well as help the programs more effectively interact with their audiences throughout the programs. In this recent report, it was discovered that 80% of Facebook posts about television programs were generated by mobile traffic.

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