Earlier today, our partner Brandwatch made an announcement that we expect to be a big deal for the social data ecosystem. Brandwatch has become Gnip’s first Plugged In partner to offer an API integration that allows their customers to get full Twitter data from Gnip, using the methods and functionality of the new Brandwatch Premium API. Brandwatch’s customers can now apply all the power of Brandwatch Analytics – including their query building tools, custom dashboard visualizations, sentiment, demographics, influence data and more – to reliable, complete access to the Twitter firehose from Gnip. With this first-of-its-kind integration, brands and agencies have the opportunity to get social media analytics from a leading provider together with full Twitter data from Gnip, using one seamless API.
Brands and agencies are increasingly using social data to make business decisions outside the marketing department, and Brandwatch’s new API offering fills an important gap that will make this much easier. We’ve seen an uptick in demand from brands wanting to use social data outside of their social listening services to power CRM applications, to incorporate social data into business intelligence tools to study alongside other business data, and to build custom dashboards that combine social with other important business data. At the same time, these brands often face a challenge. They’ve invested significant time and resources using their social listening services to hone in and find the data that’s most important to them. Additionally, their social listening services provide valuable analytics and additional metadata that brands rely on to help make sense of social data. When it’s come time to consume social data for use in other applications, until now they’ve needed to integrate with Gnip separately. Our new integration with Brandwatch’s Premium API gives their customers a “best of both” solution. It provides a seamless way to combine the powerful social media listening and analytics service they’ve come to rely on with full Twitter data from the world’s most trusted social data provider.
For folks interested in the technical details, the way this works is simple. When Brandwatch customers make API calls for Twitter data, they get routed through a Gnip app that fetches Brandwatch data and merges it with data from Gnip. This means Brandwatch customers can have full assurance that they’re getting licensed Twitter data directly from Gnip.
We know a straightforward, integrated solution like this is something brands have been asking for, and we’re glad it’s finally here. To learn more about how the Brandwatch Premium API works, join our joint webinar next week or contact us at firstname.lastname@example.org.