Google recently announced it has acquired social analytics company PostRank. PostRank specializes in measuring social media engagement for online advertisers and publishers by analyzing interactions between consumers and content on various social network sites. The deal was announced on June 3, 2011. Currently based in Waterloo, Ontario, PostRank employees are expected to relocate to Google’s headquarters in Mountain View, California, according to a post on PostRank’s blog.
Advertisers are currently investing heavily in social media and looking for verifiable analytics to measure their success. This acquisition is expected to give Google yet another tool to measure online advertising performance and should provide added insight for social media ROI.
A Google spokesperson had this to say regarding the PostRank acquisition, “We’re always looking for new ways to measure and analyze data, and as social analytics become increasingly important for online businesses, we’re excited to work with the PostRank team to make this data more actionable and accountable. They have developed an innovative approach to measuring Web engagement, and we think they can help us improve our products for users and advertisers.”