Twitter Buys Backtype

July 6, 2011

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Twitter, the most popular microblogging company has acquired the social analytics company BackType.

BackType’s product BackTweet enables the publishers to know how their tweets and content are shared via the social networking site and analyze the key performance indications. Some of the major customers of BackType are Microsoft, AOL and Razorfish.

Ryan Sarver, director of platform at Twitter, said in a statement that the BackType team will “focus on creating tools for Twitter’s publisher partners.”

“BackType’s two founders, Christopher Golda and Michael Montano, were among the first to mine Twitter fire hose data to help some of the world’s biggest publishers understand the impact of their tweets,” said Sarver. “The BackType team will bring this technology and expertise to Twitter to help Web publishers get the most of out of the platform.”

It is very important for marketers and publishers to know how their tweets are performing and what is the impact on their website traffic and conversion rate. Even when I write a tweet, it becomes tough for me to know how that tweet would be travelling through the cyber space.

I suppose with BackType tool integrated within Twitter, it will make it really easy to track the performance.

Recently Google also acquired PostRank which measures social media engagement. I suppose all the companies are now understanding the importance of social media measurement and trying to integrate tools within their system.

Financial details of the deal have not been disclosed yet.

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