All these acquisitions seemed ‘hot’ new inroads at that time, but have now seemed to have fizzled into a quasi acqui-hiring strategy for bigger players. Apple did indeed need Topsy, but perhaps just not for social analytics. This has opened up the space again for competitors as social media practitioners have been left out wondering where to fill the Topsy void.
Upasna is the Co-founder of content marketing and branding startup brandanew.co, helping clients create compelling content for social engagement. Previously, she has worked with Experteer, Rocket Internet and McKinsey & Co. She lives in Ann Arbor, Michigan.