Bluefin Labs - the Acquisition by Twitter - Case Analysis

                Bluefin Labs

                                -The Acquisition by Twitter-Case Analysis

YUNYUAN WANG

1000366187

LEC 03

With the rapid growth of the technology, we have entered the information age. Therefore the social networking industry developed at an amazing speed. During the development, a lot of social network platform grew up, such as Facebook, Twitter, Linked, and etc. Those social network platforms with different characteristic increasingly spread and fulfilled people’s daily life. People started to prefer online chatting through the social network platform to the traditional face-to-face communication, so that they were able to exchange their personal ideas and comments with regardless of known or unknown people anywhere, anytime, even more while at the same time that they were watching the TV shows. This was proved with the large number of hash tags on the social network websites. Until 2011, a research claimed that about 40 million people in the U.S. communicated routinely about television shows. Comparing with traditional communication measurement, communicating through the social network platforms is immediate and convenient.

Furthermore, with the rapid growth of the social network platforms, a growing number of people started to use them; moreover they began to join different “groups” in the social network platform. Consequently, the social media monitoring industry existed, and gradually became one effective way for advertisers to analyze their costumers and the advertisements’ effect. The Bluefin Lab is one of outstanding company in the social media monitoring industry.

This analysis is aiming at introducing the social media monitoring industry and the situation of Bluefin Lab, after acquired by Twitter.

Industrial Introduction:

The social media monitoring industry emerged with the growth of social network. It came from the change of the communication’s sense and attitude. People were more and more costumed with sharing personal opinions through social medias. In 2011, about half of the U.S. citizens posted their ideas at least once a month. Firms cared about people’s opinions about the TV shows, brands, issues, etc., so that they can improve their performance and have a clear idea of their reputation among customers. Otherwise, it is difficult to know audience’s idea. Therefore, the firms will pay the analytics to gather the data.