Bluefin Labs: The Acquisition by Twitter
Just weeks after Twitter's decision to acquire Bluefin Labs, this case explores how Twitter can use its social media monitoring data. Bluefin Labs has built a system that gathered millions of online comments in an effort to build new metrics for TV programs and brand advertising. With data from Twitter and other social sites, expressions, not just impressions, can now be aggregated and measured, and used to calibrate brand performance and to sell media time. A second theme of the case is what is called Social TV, the audience engagement that results when people watch television with a smartphone or tablet in hand, participating in a virtual community of real time TV watchers.