Coming off the success of another Super Bowl where Twitter was an increasingly important part of the experience of the game from the play to the ads, Twitter announces that it’s relationship with TV is getting deeper.
The microblogging site (Ok, does anyone actually call Twitter that anymore? Could use a little help here) has purchased Bluefin Labs which is a social TV analytics platform. From their blog post we get
Today we’re happy to announce that we have acquired Bluefin Labs, a leading social TV analytics company that provides data products to brand advertisers, agencies, and TV networks. We believe that Bluefin’s data science capabilities and social TV expertise will help us create innovative new ad products and consumer experiences in the exciting intersection of Twitter and TV.
This acquisition reflects our commitment to the social TV market, and builds on our exclusive partnership with Nielsen announced in December to develop the Nielsen Twitter TV Rating, the centerpiece of social TV measurement based on Nielsen’s SocialGuide platform.
If it can’t be measured, it can’t be managed, right?
Considering how much more well suited for TV viewing (and in particular live events) Twitter is than any other social platform, it’s incredibly prudent of them to make sure they can provide SOME kind of analytics. As to the accuracy of said analytics? Well, in a world where you have very little to even compare to it’s a ‘something is better than nothing’ proposition and that should suffice for now.
As a marketer, are you interested in social TV analytics?