Google Grabs SocialGrapple, Perhaps to Bring Analytics to Google+
Google acquired SocialGrapple for social analytics, whose founder will likely apply his social graph parsing talent to the Google+ social network.Google (NASDAQ:GOOG) has acquired a small social analytics startup called SocialGrapple, but won't disclose any other information about the deal other than that the company's founder is joining the company.
SocialGrapple was created by Andrey Petrov, who described the tool as a Twitter analytics tool that tracks changes in a user's social graph and sends users interactive charts and email reports reflecting the data. Google runs a growing social network called Google+. Do the math and it isn't hard to see why Google desired Petrov.
Track a detailed list of anyone who mentions your brand in the Twitter ecosystem. Alongside archiving every tweet matching your keyword and visualizing your growth of volume, SocialGrapple also tracks every unique user who mentions the keyword. By viewing reports of new unique mentioners, you will know when somebody learns about your brand for the first time. Reacting to new unique mentions lets you look past the fanatics you've already converted and get a head start on new potentials while you're still fresh in their minds.Petrov's skills would be well-suited to this task within Google, where the resources will enable him to build social analytics on a scale enjoyed by the likes of Salesforce.com (NASDAQ:SFDC), which acquired Radian6 this year for analytics, and VMware, which bought Socialcast for social analytics. In the meantime, as with so many other social services Google and Facebook buy and uproot, SocialGrapple is shutting down. Petrov said all payment subscriptions have been canceled and users must download their SocialGrapple data by Nov. 8, 2011, or it will be deleted.