Using keywords, hashtags, and nouns phrases, a brand can get a perception of its consumers and fans regarding its content. They can also understand the differences in its own content vis-a-vis its fans. The ability to analyze content on one's Facebook page can help to choose the topics to focus on those that generate more engagement (likes and shares), but also understand the interests of your audience to further adapt your content strategy. This is a very useful technique for marketing departments in companies with a social media strategy and activity.