There’s no stopping Twitter this week. New hires, new conversation formatting and now a new partner. Twitter just acquired Trendrr, one of the top names in social TV measurement. Not surprising, since social TV has been a big part of Twitter’s claim to fame.
For example, Tuesday’s Pretty Little Liars finale generate 1,973,418 Tweets, breaking all records for a scripted series. Here’s the weird thing, Twitter’s post on the subject includes data from SocialGuide – a Trendrr competitor.
Awkward. But Trendrr has a few relationship issues of their own.
Trendrr CEO Mark Ghuneim posted this to the company blog:
Having sat at this intersection of TV and social media for years, we’ve analyzed data from lots of platforms. What makes Twitter uniquely compelling among these platforms is its connection to the live moment — people sharing what’s happening, when it’s happening, to the world. We think we can help amplify even stronger the power of that connection to the moment inside of Twitter.
Curatorr, our Twitter certified product, will work with media companies, marketers, and display ecosystem partners to create compelling user experiences – continuing to pursue our initial charter of focusing on the real-time aspects of TV and media.
We intend to honor existing partner contracts for Trendrr.TV but we do not plan to establish new ones going forward.
Rocking the Flock #FTW
Hmm…just last month, Trendrr sang Facebook’s praises, saying the social network was tops for online TV interaction.
Trendrr’s analysis of second-screen Facebook activity during one week in May** found that the volume of Facebook user engagement relating to television programming was 5 times as large as all other social networks combined.
Activity related to broadcast television was 7 times as large, while activity linked to cable-television programming was 4.5 times as large as all other social networks combined.
Well facts are facts but then Trendrr posted this:
Trendrr and Facebook are working on a public case study of TV-related Facebook activity as part of an effort to illustrate the full breadth of engagement on Facebook’s platforms. Ultimately, Trendrr hopes to begin incorporating this Facebook data into its Social TV Rankings charts.*
This is the start of an exciting relationship between Facebook and Trendrr. The potential development of an open system for accurate measurement of the entire Facebook platform will provide our clients and the larger Social TV ecosystem with more insights and tools to make better decisions.
That was July 2013 and now Trendrr is walking down the aisle with Twitter! Such a fickle bunch. I guess they were both just testing the waters to make sure the right decision and they did. Best wishes to the both of you. I can’t wait to see what you make together.