Apple and Topsy: Is Apple becoming more social, or more analytical?
Posted by: Simon Mansell, CEO
Apple has recently acquired Topsy, a social analytics company. Put simply, Topsy knows everything that happens on Twitter. They analyse every Tweet so that they can help brands find out what people are talking about. This information is important to brands so that they can analyse their customers’ behaviour then form strategies that align with their preferences. They can also identify influencers and measure the success of their campaigns. This takes the guesswork out of strategy as we can base our content and targeting decisions on the evidence of what customers are actually doing.