ADOTAS – Twitter’s acquisition of BackType this week illustrated that social analytics are in higher demand than ever — two social players have just upped their bets in the space.
Social endorsement workhorse Ad.ly has introduced an analytics platform to give its cadre of celebrity endorsers insight into the audience demographics of their Twitter base, including aspects such as geolocation and gender. In addition to identifying which followers are top influencers (i.e., those that mention and retweet your content to an effect), Ad.ly’s social analytics platform gives its endorsers information on brands that followers follow as well as other celebrities followed.
In April, Ad.ly got squeezed out of monetizing and managing social endorsements on Facebook by Facebook itself — it looks like the social network realized it was letting a revenue-driving opportunity slip away to third parties.
Also just introduced into private beta is NetVibes’ Social Pack analytics platform, a complement to its Instant Dashboard offering. In addition to the social monitoring basics — identifying trends, sentiment, influencers, etc. — Social Pack enables brands to create apps to analyze specific keywords from a single influencer.
Also, the Social Corpus feature allows brands and agencies to easily manage which social sources are tapped for data. TechCrunch reports major agencies (e.g., Digitas) and brands (Coca-Cola) are already on board with the company’s enterprise offering.