Twitter continues to plow forward this winter, adding to its expansive resume by acquiring partnerships with major social TV brands. In December 2012, the microblogging site announced that it had reached an agreement with Nielsen to create the world’s first standardized social TV rating system. While Twitter says it will work with Nielsen on product development and research initiatives to help brands and agencies understand the combined reach of Twitter and TV, the company’s latest acquisition shows the company isn’t stopping there.
Twitter continues on the road to expansion
Twitter confirmed Tuesday that it had recently purchased Bluefin Labs, a social TV analytics firm based in Cambridge, MA. The company helps clients measure social media interactions with TV shows and advertisements. Twitter said that its working relationship with Bluefin Labs will help extend the consumer experience through social TV. Have any doubts that Twitter commands the social TV world? Just look at this year’s Super Bowl clips – 50 percent used hashtags as calls to action.
“While our products have always included data from multiple social media services, the reality is that Twitter is the platform where the overwhelming majority – about 95 percent – of public real-time engagement with TV happens. So we couldn’t be more excited to join Twitter” – Bluefin’s professional blog
Twitter – the social TV super power
As Twitter works with Nielsen and Bluefin Labs to provide marketers and advertisers with unique systems for which to measure cross-platform engagement, the world will gain greater insights on how social media users engage with broadcast media.
Brands that use Twitter for lead generation or interacting with prospects will benefit from the acquisition, and available data will help users understand the ideal ways to reach people socializing on the platform. Companies using Twitter don’t need to advertise on TV to benefit – they simply need to add their two cents to what’s shown on the screen, and draw in readers actively discussing the latest events. Want to increase brand awareness via Twitter? Stop acting like a stone-cold brand, and more like just another social media users.