Mumbai-based ad tech company
Fork Media has signed an agreement with Twitter’s enterprise API platform, Gnip (a subsidiary of twitter) which will allow Fork Media’s social media influencer marketing platform
, Buzzerati, to gain access to previously unavailable Twitter audience and content performance metrics for deeper business intelligence and richer analytics.
Buzzerati is a platform that continuously mines publicly available data from social media platforms and looks for top influencers, their followers, their follower’s followers, top trends and analyzes influencers and studies their communication. According to the brand, it helps brands reinforce customer engagement on twitter and other social media sources.
Speaking about the agreement, Samar Verma, CEO and Founder of Fork Media said:
We’re excited about the opportunity to leverage Gnip data from Twitter, as we continue to evolve our offering. It will help us go to market even more rapidly and efficiently with solutions that will keep brands and agencies on top of their game. The agreement will also help us offer the most relevant and advanced influencer marketing platform.
“With the integration of this data, our clients will now have access to better influencer recommendations, which in turn will effectively enhance their campaign planning, execution and success. It will provide us access to the leading global source of real-time social media data, Twitter, allowing us to pursue new marketing opportunities, and offer the best analytics to more brands and agencies.” Verma added.
This deal allows Buzzerati to have an access to the first-party Twitter data that will enable the platform to combine audience demographics, brand intelligence, trend analysis, consumer interests and keyword associations. The company claims that Buzzerati’s own proprietary data processing algorithms will provide stronger recommendations to brands on choosing the right influencers for their campaigns. Moreover, it will provide a breakthrough to the absolute following, active followers, engagement of an influencer and their followers.
According to Fork Media, the data agreement caters accurate measurement of impression and reaches data for influencer campaigns. This will enable brands to have a look at their influencer posts and analyze ROI of a campaign across paid and organic mediums. Also the brands can access the platform to drive a brand-led promotion campaigns or distribute their content by making it viral. According to a report in Economic Times
, this partnership comes after a slew of ad tech companies tying up with Twitter.
Brad Bokal, who leads Gnip’s Twitter data partnerships and sales efforts in APAC, said:
We are committed to helping our global customers build lasting, value driven relationships with their clients. We are excited to work with Fork Media as they continue to integrate Twitter data into solutions that help their clients better understand user audiences and content performance on our platform.