Product details

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Case
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Reference no. 9-514-S06
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2013
Version: 24 June 2013
Revision date: 29-Apr-2019

Abstract

This is a Spanish version. What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and other social sites, expressions, not just impressions, could now be aggregated, measured, and used to calibrate brand performance and to sell media time. A second objective of the case is to understand the implications of social TV viewing, the audience engagement that results when people watch television with a smartphone or tablet in hand, participating in a virtual community of real-time TV watchers.
Location:
Size:
< USD50 million, small
Other setting(s):
2013

About

Abstract

This is a Spanish version. What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and other social sites, expressions, not just impressions, could now be aggregated, measured, and used to calibrate brand performance and to sell media time. A second objective of the case is to understand the implications of social TV viewing, the audience engagement that results when people watch television with a smartphone or tablet in hand, participating in a virtual community of real-time TV watchers.

Settings

Location:
Size:
< USD50 million, small
Other setting(s):
2013

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