May 9, 2014; WebProNews

A Facebook tool that was unleashed in May gives organizations with Facebook pages more data to better understand their audience. The tool, called Audience Insights, analyzes data about your Facebook users to show trends among potential clients or donors. This could be very beneficial to those in the nonprofit sector when gathering information for online fundraising campaigns, as well as allowing you to view your users’ demographics and what else they like.

The demographics are divided into the following categories:

  • Demographics (age, gender, lifestyle, education, relationship status, occupation, and household size)
  • Page Likes
  • Location and Language
  • Facebook Usage
  • Purchase Activity

Facebook pages are allowed to access a plethora of information here. The social network has stated, “Like Page Insights, Audience Insights shows information about groups of people without the need to share which individual people are in those groups. This allows marketers to view aggregate and anonymous insights while keeping people’s personal information private.”

Unlike Page Insights, Audience Insights shows trends and the general activity of potential customers across all of Facebook, instead of only users that interact with your page. Insights can also sync data with their Facebook pages through mobile apps, MailChimp, and data files to consolidate more information on overall audiences.

Audience Insights is being introduced in the Ads Manager accessible to U.S. marketers, which is clearly a ploy to attract more advertising, but global access will soon follow in the coming months.—Aine Creedon