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From the Facebook announcement:
New Tools For Surfacing Conversations on Facebook
If there is something interesting going on, people are talking about it on Facebook. From favorite television shows to sporting events to the latest news; the conversations are happening on Facebook. Last week’s kick-off of the NFL season garnered over 20 million likes, comments, and shares on Facebook by over 8 million people.
Over the past few months, we have rolled out a series of products aimed at surfacing the public conversations happening on Facebook including hashtags, embedded posts, and trending topics. We are committed to building features that improve the experience of discovering and participating in conversations about things happening in the world right now, including entertainment, sports, politics and news.
Starting today, selected news organizations can begin to integrate Facebook conversations into their broadcasts or coverage by displaying public posts of real-time activity about any given topic. For example, CNN’s New Day can now easily incorporate what people on Facebook have to say about the latest, breaking news event during their show.
Partners can also use these tools to show the number of Facebook posts that mention a specific word over a period of time, including a demographic breakdown for the people talking about that topic. For instance, now every week during the ‘What’s Trending’ segment of The Today Show, NBC can 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. Mass Relevance, a technology company that enables social experiences, is also leveraging these new tools in interesting ways to highlight the trends and conversations happening on Facebook for their media clients.