Twitter Buys Trendrr To Strengthen Social TV Measurement

twitter-tv-200pxTwitter has enhanced its social TV tracking capabilities today with its acquisition of Trendrr, the New York-based company that analyzes and aggregates social conversation around television.

Trendrr has a Twitter-certified product called Curatorr that lets brands and media outlets curate tweets surrounding specific events and TV programs. The Curatorr website describes its real-time capabilities this way:

Curatorr’s real-time API brings the full power of the Curatorr toolset to your apps. Whether you’re pushing tweets live on-air, surfacing real-time streams in mobile apps, or creating custom curation dashboards for your own unique workflows, our API makes it possible.

No doubt that’s an attractive addition to Twitter’s already solid product lineup for media outlets and advertisers.

Twitter bought BlueFin Labs earlier this year — another company that plays in the social TV space. Bluefin’s specialty is/was helping brands measure and connect social conversations to TV shows and commercials.

This has become an important business line for Twitter (and Facebook and Google, etc.) because numerous studies have shown a positive correlation between social chatter and TV ratings — particularly social chatter on Twitter. Coincidentally, a recent study done by Trendrr suggested that Facebook has more TV-related conversations than Twitter. If true, Facebook’s more closed nature makes it harder for advertisers and media outlets to take advantage of those conversations on Facebook than on Twitter.

Trendrr will honor its existing client contracts and then its products will be rolled into Twitter’s social TV offerings.

Related Topics: Channel: Social Media Marketing | Top News | Twitter | Twitter: Business Issues


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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