By Jennifer LeClaire / Data Storage Today. Updated February 07, 2014.
Social media API aggregation company Gnip is taking social data to new heights and deeper depths. The firm sits in a market space with the likes of Topsy, which Apple acquired for $200 million, and Deep Mind Technologies, which Google grabbed for $400 million. But Gnip claims to be the world’s largest.
The company certainly has its social media data bases covered. Gnip serves a range of industries, from social media monitoring and business intelligence to finance and government.
What’s more, Gnip's customers deliver social media analytics to over 90 percent of the Fortune 500 -- and the company serves more than 100 billion real-time social data activities each month, providing access to data from dozens of sources including Twitter, Tumblr, Instagram, bitly, Reddit, WordPress, Disqus and more.
"Successful real-time marketing relies on a fast, accurate view of the complete picture," says Peter Heffring, CEO of Expion, a Gnip customer. "We're already using Gnip's Search API to create a faster and more complete product experience for our real-time marketing customers."
A Twist on Tapping Twitter
Gnip is growing fast. The company in September introduced a Search API for Twitter that claimed to make it easier and and more affordable for software companies to build access to recent Twitter data into their products. At the time, it was the first Twitter search product created with the enterprise software company in mind and certainly improved the service that social analytics providers can offer their customers.
"Until today, a user experience built on the indexed firehose of Tweets was only available to a select few companies who could afford to build and maintain such a costly product," said Chris Moody, CEO of Gnip. "Gnip is making this available to any product or software company to incorporate into their solution, driving the creation of a whole range of new products."
According to Gnip, real-time access to Twitter data is great for tracking predictable topics, but it's often the unexpected things happening on Twitter that are the most interesting. By providing instant and complete access to Twitter data, Gnip is helping real-time marketers to react quickly to events on the microblogging service, CRM providers to better serve their customers, and business intelligence companies to create new products for brands and agencies.
Running the Social Spectrum
"If a customer wakes up on Monday and needs to start tracking an event that happened over the weekend, Gnip's Search API for Twitter makes it easy for us to help our customers report on that," said Damon Cortesi, founder and CTO of Simply Measured, a Gnip customer. "What's more is that our new customers see immediate time to value by having up to a month's worth of data about their brand available to them the moment they start."
Meanwhile, Gnip's Enterprise Data Collector is designed to make it easy for companies to receive data from public APIs with standard format normalization making it easier to digest. Enterprise Data Collector also unwinds URLs and provides data deduplication.
“Our customers care about conversations happening across the entire spectrum of social sources,” said Chris Moody, President and COO of Gnip. “Each source provides unique insights that can be used for addressing unique business opportunities. We're adding public social data from sources such as Instagram and bitly to help satisfy their insatiable appetite for more data.”