Fresh from their purchase of Delicious from Yahoo! YouTube founders Chad Hurley and Steve Chen have bought social media analytics firm Tap11. This little start-up has about 500 businesses as customers. They track social media analytics, something everyone wants to know more about and understand. Businesses are dumping a lot of money into social media campaigns and they expect some sort of results. Without an analytics tool to help them figure out what is happening with their brand they have no idea if the social media program is working for them or not. Clearly Hurley and Chen hope to further develop the analytics portion of their portion and provide customers with a more complete picture of what content is out there and where it is going.
Just how much Hurley and Chen bought either company for hasn’t been disclosed, but both become properties of AVOS, the pair’s San Mateo start-up that is building an “information discovery service on the Web.”
Tap11 builds Web-based, real-time analytics software that more than 500 businesses use to track what is being tweeted, written and said about them on social media sites such as Facebook and Twitter.
“Our vision is to create the world’s best platform for users to save, share and discover new content,” Hurley said in a statement. “With the acquisition of Tap11, we will be able to provide consumer and enterprise users with powerful tools to publish and analyze their links’ impact in real time.”
Adam Zbar, Tap11’s CEO said in a statement that he looks forward to working with Hurley and Chen to take the San Francisco-based analytics firm to the next level.
“With over 1 billion users on the social Web and no good tools to systematically archive and analyze this data, there is a massive loss of marketing intelligence,” Zbar said.
AVOS is planning to combine Tap11’s applications with Delicious.com to “provide consumers and publishers with deep, relevant insights and recommendations,” said Braxton Woodham, Tap11’s chief technology officer.
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