Google has bolstered its social media arsenal with the acquisition of the Ontario-based social media monitoring firm PostRank.
The service is used by publishers and marketers to measure the engagement generated from content and marketing campaigns. It provides real-time data on the number of comments, tweets, bookmarks and other social responses that a particular piece of content or information has been able to generate on the social web.
With Google chief Larry Page’s ambition to firmly establish the organisation as a social media heavyweight, the addition of PostRank’s functionality to Google Analytics is something that may well be on the cards.
With an ever increasing proportion of brand engagement occurring within social media channels like Facebook, Twitter and around the blogoshphere, the ability for Google to provide advertisers with effective measurement of these conversations could be a key weapon in its arsenal.
“We’re always looking for new ways to measure and analyze data, and as social analytics become increasingly important for online businesses, we’re excited to work with the PostRank team to make this data more actionable and accountable,” said Google. “They have developed an innovative approach to measuring web engagement, and we think they can help us improve our products for our users and advertisers.”