Twitter Buys Trendrr, Another Signal Social Media Is Going After The Boob Tube:
Social media has long been thought of as an extraneous source of gaining popularity for most businesses, especially old media. Now the trend has reversed completely. Television networks are increasingly engaging via social media networks and sites like Twitter aren’t waiting to get in on the action. After hitching a deal with Nielsen recently to get its own social media rating, Twitter has purchased Trendrr which focuses on tracking the popularity and awareness of trends across a variety of inputs, ranging from social networks, to blog buzz and video views downloads, all in real time.
Social media and television have become inextricably intertwined with viewers tuning in on TV shows while being glued to their social media networks, increasingly via a mobile device. The synergies between social media and TV are easy to monetize as well as measure today versus just a few years ago. Unlike a traditional commercial that is harder to measure in terms of efficacy, social media spend via TV can be tracked.
Here’s what Trendrr described the deal on its blog:
,,,,we are excited to be joining Twitter’s world class team, enabling us to realize bigger opportunities that drive better experiences for users, media and marketers – across Twitter and around the globe.
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.
Twitter commented on the acquisition via it’s own PR system and stated Trendrr allowed the company to “build great tools for the rest of the TV ecosystem.” TV social media analytical tools can help firms quickly identify brand advocates and enthusiasts as well as unfavorable opinions instantly. The blurred lines between traditional media and new networking tools are getting less visible. Twitter and other social media sites will become the new Time/AOL deals as the sector expands.