Dive Brief:

• Synthesio and DataSift partnered to offer businesses insights into Facebook topic data.
• Facebook topic data allows marketers to monitor conversations about their brands on the social platform.
• Synthesio intends to offer insights into engagement, sentiment and performance.

Dive Insight:

Facebook topic data gives marketers a window into conversations about their brands, and DataSift offers that information in an anonymous and aggregated form U.S. and U.K. Facebook users. Synthesio is the third company to partner with DataSift to get access to that data and provide businesses insights into metrics around sentiment, engagement and content performance.

Synthesio intends to provide information on: Brand Health, which will track Facebook user sentiment about brands and products; Campaign Analysis identifying engaging messaging and breaking down demographics on that engagement; and Content Performance to uncover trending stories.

One issue marketers have with Facebook is the paucity of third-party tracking and measurement tools on specific campaigns, but partnerships such as this one between Synthesio and DataSift at least offer some insight into Facebook users.