The Power of Command Centers

The ability to integrate enterprise data alongside social data and visualize the output in one place is a powerful one and one that brands are leveraging through the use of command centers. With this tool not only can brands combine internal data with social, but multiple business units can see the data all at once, ensuring efficient workflow. Command centers also help take social data out of traditional silos and make it more dynamic.

A command center is just one of the tools that Gnip customer and new Plugged In partner MutualMind offers customers using social data. The MutualMind platform also helps customers listen, gauge sentiment, track competitors, identify influencers, engage with audiences, as well as having full-service white label and OEM capabilities. We asked MutualMind to share an example of how customers leverage their offerings.


American Airlines also uses the MutualMind Command Center to give their social media team a “30,000-ft view” of what’s being said by travellers, employees and many other stakeholders. Teams across the company are able to quickly see the impact of Twitter and other real-time data streams, in addition to identifying relevant trends for American Airlines and view the competitive landscape. The Command Center enables the American Airlines team to collaborate and coordinate their response, particularly in moments of crisis or brand initiatives.

We love highlighting the ways our customers make life easier for their clients and we’re excited to add MutualMind to the partner program!

Smoke vs. Smoke: DiscoverText helps public health researchers

These days manually sorting data isn’t an option. The ability to easily and accurately classify and search Twitter data can save valuable time, whether for academic research or brand marketing analysis. That’s why we’re excited to add Texifter as a Plugged In partner. Texifter’s SaaS and cloud-based text analytics tools help companies and researchers sort and analyze large amounts of unstructured content, from customer surveys to social media data.

Research groups such as the Health Media Collaboratory in Chicago used DiscoverText to help them identify and analyze the role of social media data in public health — specifically social media reactions to anti-smoking campaigns. Not shockingly, the word “smoke” appears in millions of Tweets in many different contexts (smoky fire, smoke pot, smoke screen, etc.). In this case, the research team was specifically looking for Tweets related to cigarette smoking and tobacco usage. Using the DiscoverText tool, the team could surface only the Tweets relevant to their research. The collaborative, cloud-based nature of DiscoverText facilitated joint research and the easy incorporation of large amounts of different types of data.

We believe that social data has limitless application — and we’re always keen to share the products that prove the point.

Texifter Plugged In to Gnip from Stuart Shulman on Vimeo.

Leveraging the Search API

Brands these days are savvy about comprehensively tracking keywords, competitors, hashtags, and so on. But there will always be unanticipated events or news stories that pop up. The keywords associated with these events are rarely ever tracked in advance. So what’s a brand to do?

Our newest Plugged In partner, Simply Measured (@simplymeasured), was one of our first customers to leverage instant access to historical Twitter data using Gnip’s Search API. When those surprise events affect their customers, Simply Measured can quickly (within hours) retrieve customers’ Twitter data from the last 30 days. The Search API lets them create complex rules so the data they deliver to customers is zeroed in on the right Tweets. The ability to quickly access this data lets customers develop PR strategies and responses in a timely fashion.

Learn more about how Simply Measured has incorporated the historical search tool, and how it helped one of their customers.


Streaming Data Just Got Easier: Announcing Gnip’s New Connector for Amazon Kinesis

I’m happy to announce a new solution we’ve built to make it simple to get massive amounts of social data into the AWS cloud environment. I’m here in London for the AWS Summit where Stephen E. Schmidt, Vice President of Amazon Web Services, just announced that Gnip’s new Kinesis Connector is available as a free AMI starting today in the AWS Marketplace. This new application takes care of ingesting streaming social data from Gnip into Amazon Kinesis. Spinning up a new instance of the Gnip Kinesis Connector takes about five minutes, and once you’re done, you can focus on writing your own applications that make use of social data instead of spending time writing code to consume it.




Amazon Kinesis is AWS’s managed service for processing streaming data. It has its own client libraries that enable developers to build streaming data processing applications and get data into AWS services like Amazon DynamoDB, Amazon S3 and Amazon Redshift for use in analytics and business intelligence applications. You can read an in-depth description of Amazon Kinesis and its benefits on the AWS blog.

We were excited when Amazon Kinesis launched last November because it helps solve key challenges that we know our customers face. At Gnip, we understand the challenges of streaming massive amounts of data much better than most. Some of the biggest hurdles – especially for high-volume streams – include maintaining a consistent connection, recovering data after a dropped connection, and keeping up with reading from a stream during large spikes of inbound data. The combination of Gnip’s Kinesis Connector and Amazon Kinesis provides a “best practice” solution for social data integration with Gnip’s streaming APIs that helps address all of these hurdles.

Gnip’s Kinesis Connector and the high-availability Amazon AWS environment provide a seamless “out-of-the-box” solution to maintain full fidelity data without worrying about HTTP streaming connections. If and when connections do drop (it’s impossible to maintain an HTTP streaming connection forever), Gnip’s Kinesis Connector automatically reconnects as quickly as possible and uses Gnip’s Backfill feature to ingest data you would have otherwise missed. And due to the durable nature of data in Amazon Kinesis, you can pick right back up where you left off reading from Amazon Kinesis if your consumer application needs to restart.

In addition to these features, one of the biggest benefits of Amazon Kinesis is its low cost. To give you a sense for what that low cost looks like, a Twitter Decahose stream delivers about 50MM messages in a day. Between Amazon Kinesis shard costs and HTTP PUT costs, it would cost about $2.12 per day to put all this data into Amazon Kinesis (plus Amazon EC2 costs for the instance).

Gnip’s Kinesis Connector is ready to use starting today for any Twitter PowerTrack or Decahose stream. We’re excited about the many new, different applications this will make possible for our customers. We hope you’ll take it for a test drive and share feedback with us about how it helps you and your business do more with social data.

Gnip and Amazon AWS

Plugging In Deeper: New Brandwatch API Integration Brings Gnip Data to Brands

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.

Brandwatch Gnip Premium API Twitter Integration.png

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


Putting the Data in Data Discovery – Qliktech & Gnip Partner Up

Gnip is excited to announce that Qliktech is the newest member of our Plugged In partner program. While we partner with many different types of companies – ranging from innovative social analytics products to well-known big data services and software providers – Qliktech is a unique and exciting addition to our program.
Qliktech is discovery software that combines key features of data analysis with intuitive decision-making features, including (to name a few):

  • The ability to consolidate data from multiple sources
  • An easy search function across all datasets and visualizations
  • State-of-the-art graphics for visualization and data discovery
  • Support for social decision-making through secure, real-time collaboration
  • Mobile device data capture and analysis

Our partnership means that joint Qliktech and Gnip clients can easily marry social data with internal datasets to create nuanced visualizations that surface performance indicators and real-time changes that can impact the decisions those clients are making.

To put the powerful capabilities of this new partnership to good use, Gnip will be co-sponsoring a partner hackathon on April 6th at Qonnections– the Qliktech Partner Summit.

Along with HP Vertica and Qliktech, we’ll enable partners to hack on behalf of Medair, Swiss based humanitarian organization that provides support for health, nutrition, water and sanitation, hygiene, and shelter initiatives to countries experiencing natural disasters or emergencies.

A series of recent academic papers have highlighted the usefulness that social media plays in obtaining real-time information following sudden natural disasters. This hackathon will follow in those steps, using Twitter data from during Typhoon Haiyan, which landed in the Philippines on Nov 8th, 2013. Using Gnip’s Profile Geo enhancement, we’ll provide data from the Philippines during that period, allowing other Qliktech partners to experiment with how Medair could leverage this data, within Qliktech, in future situations that require real-time analysis and response.

It will be a great time, but more importantly, will harness the power of the Gnip and Qliktech relationship to accomplish something everyone can be proud of. And that’s a pretty good start to a new partnership!

As Always, Context is Key

Let’s say a company gets thousands of Facebook comments, Tweets, Comments and Posts per day and wants a way to translate the feedback contained in this data to useful insights. Company X needs two things: a way to get access to social data and a tool to analyze it. Enter Gnip and Semantria. We provide social data, and Semantria structures this content using text analytics and sentiment analysis. Today, we’re excited to announce that Semantria is joining the Plugged In partner program. Our joint customers can leverage Semantria’s cloud-based text and sentiment tool to dive deeper into the social data they’re getting from Gnip.

Words in every language have multiple definitions and various interpretations that depend on the context in which the word is used. When analyzing text for tone and meaning, having a tool that understands context is of paramount importance.  For example, if you are tracking mentions of Microsoft Windows online, how will the machine be able to tell the difference between Microsoft Windows and dirty windows?

Digging deeper, let’s look at the word Excel. Are people talking about the Canadian chewing gum brand, the verb “to excel” (to surpass), or the database software by Microsoft?  If the word “excel” is close to the word “chewing” in a sentence, Semantria’s tool knows that this sentence is about the chewing gum–as people don’t tend to chew on Microsoft Excel or excel at their chewing skills.

When determining the overall perception of a product, whether people loved it, hated it, or had no opinion at all, analysis that reflects accurate context is key.

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Semantria for Excel: With the integration with Semantria’s Excel add-in, it makes it easy for the non-technical user to quickly gauge the sentiment of everything from internal survey feedback information to a hashtag campaign.



How to Execute Social at Scale: Carlsberg’s Story

Our customers find and solve social media monitoring and management pain points everyday.  It’s fun for us to hear from our customers’ clients about how a product makes their lives easier.

We recently spoke with Martin Majlund, the Group Marketing Technologist at Carlsberg Group, about how the company manages social media accounts across all of the brands under the Carlsberg umbrella. You’ve likely heard of, or had, Carlsberg, but there are almost 500 other brands under Carlsberg Group management. Coordinating hundreds of brands operating in  countries around the world, quickly engaging with customers in the channels through which they reach out, and developing content are just a few of the everyday tasks of Carlsberg Group brand marketing teams. These are tasks that are made easier when the teams managing them have a platform that streamlines efforts and provides visibility into who is doing what.

To solve this problem, Carlsberg uses the Falcon Social platform to consolidate all of its social media sites and achieve a more unified presences across its brands.  Falcon Social is a social media management platform and, as of this morning, the newest Plugged In partner. Based in Copenhagen, Denmark, the Falcon platform helps brands manage content and publishing of all of their social media accounts–from Twitter to Tumblr.

Falcon Social Content Publishing Calendar

Today, Carlsberg has integrated 90 channels and has 320 active users on the Falcon platform, allowing them to bring content creation in-house and easily scale the management of their brands.

For more of the details about Carlsberg’s story, check out the case study.

Energy Industry Use of Sentiment Analysis

Companies don’t rely solely on sentiment analysis to inform strategic decisions, but it is a powerful complement to traditional market intelligence. Like many things in the social data ecosystem, sentiment is a rapidly evolving tool. While challenges like accurately identifying and classifying  irony, sarcasm, and emoticons exist, companies are meeting that challenge with increasingly sophisticated, Twitter syntax-specific tools.

IHS, a leading analysis and information provider–and one we’re excited to announce as a new Plugged In partner–built a sentiment intelligence tool to facilitate its clients’ use of social data. This past summer, IHS released the U.S. Sentiment Index, a tool that assess realtime Tweets, providing a representation of the average mood of the United States.

We were curious to learn more about how sentiment analysis is being used across industries not typically known for their use of social data. IHS shared an example of how companies, in this case in the oil and gas industry, incorporated sentiment analysis to provide a deeper understanding of public opinion on hydraulic fracturing, commonly referred to as “fracking.” IHS looked at the sentiment of fracking-related Tweets globally, as well as in specific states like Colorado.  Analysis determined in which states the most Tweets about fracking originated and what keywords are most commonly associated with the topic. Both of these things contribute to the companies’ understanding of the drivers of public sentiment on the topic of fracking–valuable information.

To expose another layer of insight, IHS used network analysis to understand and measure the virality of messages. One of the takeaways from the research was that the content of a message is not as important as understanding which voices influence the dissemination of that message. Further, the number of followers an influencer has was not as important as whether one of those followers retweeted the message outside the influencer’s immediate circle of followers. These are just a few highlights from a more in-depth paper we wrote.

TrendyBuzz Helps an Aerospace Leader Use Social Data

Safran is a Paris-headquartered international high-technology leader in the aerospace, defense and security industries—building everything from commercial jet engines to the security systems that detect explosives in luggage. Given that they operate in more than 50 countries with thousands of employees, monitoring the social conversations in their core operating areas can be challenging – but extremely valuable.

We wanted to learn more about how Safran leverages realtime social data through our customer (and new Plugged In partner!), the TrendyBuzz Institut. TrendyBuzz is a French all-media monitoring and analytics platform that works with Gnip to provide access to both the full firehose of realtime and historical Twitter data through our PowerTrack solution. They help customers aggregate and identify relevant content, informing and improving the impact of future social media initiatives. In addition to helping customers monitor realtime data, TrendyBuzz can access historical Twitter data through Gnip for several scenarios, one of which they recently shared with us.

No company can predict every hashtag, mention, or user who will relate to their brand. As good as the TrendyBuzz platform is at surfacing items in realtime, it’s impossible for companies to know every content piece or term they should track, especially given the speed at which users on networks like Twitter create new viral items. Sometimes  a competitor makes an unanticipated announcement or there’s a breaking news story related to your industry, and you miss several hours or days of data. With access to historical data, companies don’t have to worry about missing important mentions or conversations that might impact their brand or industry.

We’re psyched the Plugged In program continues to expand in both number and geography with the addition of Paris-based,TrendyBuzz Institut!

Download the whitepaper on how TrendyBuzz helped Safran! 

TrendyBuzz Institute Dashboard