24 January, 2017
DataSift And LinkedIn: A nNew Angle For Social Media Analytics
One of the pioneers for the inside approach to analyzing the social media firehose, DataSift reboots with a new LinkedIn partnership that extends social media analytics from consumer to the professional sphere.
It’s practically become cliché to put social media analytics and big data in the same sentence. Deciphering the social media firehose was one of the first use cases when big data analytics made the jump from internet companies like Google, Facebook, or Yahoo to the enterprise. Technically, it was a short leap from going to clickstream to the variably structured data that populates social media streams.
Founded in 2010, DataSift was one of the first commercial software providers to offer a platform for aggregating live data from social media. Its original claim to fame was as one of Twitter’s two live data partners, with its own license for reselling and repackaging the entire Twitter data feed. Given that Twitter has been known to be a fickle partner at best, it’s not surprising that DataSift’s semi-exclusive arrangement didn’t last. After Twitter bought Gnip, DataSift refocused toward becoming an all-purpose aggregator. You can still get the Twitter firehose live through DataSift, but now you have to buy the license directly from Twitter.
Today, of course, social media monitoring is one of the most commoditized areas of consumer marketing analytics. There are numerous free and paid-for marketing apps that gauge mention of your brand. Providers like IBM integrate social media monitoring with predictive analytics tools. There are a number of dashboards and dedicated tools (primarily available in the cloud) for tapping into live social media feeds, pushing content onto them — not to mention an almost endless array of APIs for developers to write their own apps to ingest social media data.