Deals

Marketwire acquires Sysosmos for brand tracking

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Marketwire, a press release distribution company, today announced that it has acquired social analytics company Sysomos for an undisclosed amount.

Sysomos is a typical social monitoring and analytics service offering customers the ability to track their social presence across sites like Facebook and Twitter. The company’s two main products — Map and Heartbeat — effectively help a client keep track of who’s talking about them and what they’re saying online in real-time. The tools also help to aggregate and measure for clients who are implementing social media campaigns.

According to a Sysomos’ blog post, the company is profitable and working with a host of popular brands, including Microsoft, Proctor & Gamble, Coca-Cola and Disney.

The acquisition by Marketwire makes sense as more and more brands are looking to promote, measure and analyze their social media campaigns. Sysomos’s tools would be an easy way for Marketwire to offer brands the ability to not only distribute content around their social campaigns, but also monitor and measure their reach or “impressions” (a traditional term used in public relations and advertising agencies to measure the effectiveness of a campaign) all in one place.

Competition around social media analytics and monitoring has really heated up over the past year as well as acquisitions of these companies. Recently, data analysis company Attensity acquired social monitoring software company Biz360 to provide deeper analytics. Several direct competitors received investment rounds, including Visible Technologies, landing $22 million, and Klout, grabbing $1.5 million.