Facebook rolls out new tools to allow media organizations surface public conversations

facebook-DisplayMediaFacebook, in line with its recently launched products such as hashtags, embedded posts and trending topics, has rolled out two new tools, viz. the Keyword Insights API and the Public Feed API, as disclosed in a recent blog post.

These tools will allow news organizations to integrate Facebook conversations into their broadcasts or coverage by displaying public posts of real-time activity about any given topic.

The Public Feed API displays a real-time feed of public posts for a specific word. Only public posts (from Pages and Profiles of those with ‘Follow’ turned on) are available with this API. The Keyword Insights API, on the other hand, aggregates the total number of posts that mention a specific term in a given time frame along with a demographic breakdown for the people talking about that topic.

For instance, the ‘What’s Trending’ segment of The Today Show, NBC can now every week easily include how many people on Facebook talked about a popular subject, where it’s getting the most buzz, whether it’s most popular among males or females, and with which age groups.

Initially, the access to new tools has been given to only a small group of media partners including Buzzfeed, CNN, NBC’s Today Show, Sky TV, Slate, The Economist and Mass Relevance. However, there are plans to make it available to additional partners in the coming weeks.

Recently Facebook has also launched the embedded post feature in association with only few media organizations such as Bleacher Report, CNN, Huffington Post, Mashable and PEOPLE.

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