Apple Makes Bold Move Into Social Media Space With Acquisition Of Twitter Analytics Firm Topsy

Apple doesn’t do social media. Right?

With the exception of the ill-advised Ping and Apple’s iTunes social media profiles on Twitter and Facebook, that’s largely true: Apple doesn’t do social media. And when they’ve done it in the past (i.e., the aforementioned Ping), they’ve done it poorly.

Well, maybe that’s about to change, as the Cuppertino giant has just picked up Twitter and social media analytics firm Topsy for a cool $200 million. And nobody knows what’s going to happen next.

Here’s what’s interesting: Topsy, which was founded in 2007 by Vipul Ved Prakash, is an official Twitter partner with full access to Twitter’s firehose – that is, each and every one of its tweets. Apple buying Topsy, therefore, is kind of a big deal, as Apple and Twitter have long been BFFs. So it seems very probable that this acquisition has Twitter’s approval. Which could mean interesting things are to come for Apple and Twitter down the line.

In my opinion, Topsy is absolutely the best way to search for information on Twitter (i.e., old tweets), because it’s (a) free, and (b) has all the tweets on there. Twitter’s in-built search functionality is also free, but they only return a selection of tweets. Topsy has everything. Which means Apple now has everything, assuming Twitter doesn’t end the relationship (which would seem like a rather odd act of war).

“All of these businesses would appreciate having access to more of this real-time data,” said Debra Aho Williamson, principal analyst at eMarketer, speaking to the Wall Street Journal. “Now Apple has a new tool to help the companies that use its services become better, smarter marketers.”

All of which makes you wonder: why didn’t Twitter buy Topsy? Film at eleven.

(Source: Wall Street Journal.)

Publish date: December 3, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT