{"id":18409,"date":"2015-06-09T10:14:37","date_gmt":"2015-06-09T09:14:37","guid":{"rendered":"http:\/\/blog.sotrender.com\/?p=18409"},"modified":"2018-02-06T11:40:31","modified_gmt":"2018-02-06T10:40:31","slug":"know-the-interests-of-your-brands-fans","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2015\/06\/know-the-interests-of-your-brands-fans\/","title":{"rendered":"Facebook Interest Graph – Know the Interests of Your Brand\u2019s Fans"},"content":{"rendered":"

Facebook, as the biggest social media platform, has an immense amount of knowledge about the users and brands present on their portal. In the last 4 years, Sotrender<\/a> has gathered several terabytes of data. Thanks to that data, we can answer one crucial question – what is interesting to fans of my brand? Our Facebook profile\u2019s database, carefully built since 2011, now has over 44 thousand Facebook pages. With analyzing Facebook data, it is possible to check your Facebook fans interests concerning any profile or the whole industry.<\/p>\n

How does it look in practice?<\/h2>\n

We\u2019ll start with an example. Let\u2019s say you\u2019re working for Wojak, a Polish beer brand targeted at \u201creal men\u201d. You want to know what the interests of your target audience are, so that you can improve your social media communication and choose better content to publish.<\/p>\n

If you work for a given brand, you know what it\u2019s strategy is and can intepret the results correctly.<\/p>\n

\"Intrest<\/a>

Intrest graph showing intrests of fans of Wojak Facebook Page<\/p><\/div>\n

This chart compares the number of engaged fans on both Facebook Pages (absolute) and the number of engaged fans on both pages in relation to the total number of people engaged on the given Page expressed in percentages, offering a informative glimpse into user behaviours. This kind of analysis may be used as a substitute for more expensive consumer surveys.<\/strong> Its flexibility and capabilites<\/a> are almost unlimited. It\u2019s also noteworthy that it is much faster than a consumer survey<\/a>, and you\u2019ll get the results after just few days.<\/p>\n

 <\/p>\n

\"Start<\/a><\/span><\/span><\/p>\n

Flow of users between competitors Pages<\/h2>\n

We can go one step further and check what other Pages your fans interacted with (liked, commented, shared content, or posted on a Page). Using a network graph, you can now see how your fans react to your competition\u2019s communication, and observe their flow between Pages. Be it additional information about brand strategy, exact overview of it\u2019s competitors, sales data, or AC Nielsen market data, you\u2019re able to determine who your main competitors are.<\/p>\n

\"Facebook<\/a>

Interest Graph – Wojak Page<\/p><\/div>\n

As you can see on the chart, Audi and BMW have the biggest number of mutual users. That\u2019s probably because these two brands compete in the same segment. There are also significant ties between them and the third German brand – Mercedes-Benz. In contrast, Peugeot and Citroen, as well as Nissan and Mazda, being French and Japanese brands respectively, don\u2019t engage the same users as much as German car producers do.<\/p>\n

There are more ways to use shared interest research. We have also checked both interests and users\u2019 flow. We have analyzed several festivals for a beer brand interested in sponsoring such event. Moreover, we checked the potential of a given category of products, as well as surveyed which bloggers would be the best brand ambassadors.<\/p>\n

Additional use of Interest Graph\u00a0research<\/h2>\n

We can also use this data for improving our social media communication.<\/p>\n

Again, we will start with an example. Let\u2019s divide your communication into 4 areas:<\/p>\n