Twitter has been ramping up its social TV efforts lately in an organized attempt to gain more engaged followers and head toward a more solid monetization strategy. In its latest announcement, Twitter (appropriately) tweeted today that it is acquiring social measurement company Trendrr.

Also sent out via Trendrr’s blog, the two companies plan to use their combined resources to further measure social TV engagement and to continue to show the value of the connection between TV and online viewing trends.

According to Trendrr, “What makes Twitter uniquely compelling among these platforms is its connection to the live moment—people sharing what’s happening, when it’s happening, to the world. We think we can help amplify even stronger the power of that connection to the moment inside of Twitter.”

Along with its new targeted tweets, Amplify program, and social TV acquisitions, Trendrr’s involvement will help further not only Twitter’s entrance into the world of TV, but its credibility in that world as well.

Read more about it at Venture Beat.

Brief Take: Trendrr has been instrumental in showing people how important online chatter is to TV success. Its partnership with Ad Age has helped to predict the popularity of new shows and fall launches for years, and Trendrr has made strides in proving that this social media engagement really matters. As Twitter works more closely with the TV industry, owning a measurement company should help Twitter quantify its efforts.


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