Dev

Gnip pulling public posts from Instagram, Reddit for dark marketing magic

Gnip, the company that gives big brands firehose-level access to social APIs, is today offering a new treasure trove of data. Six troves, actually.

The company said it will now be scraping public posts from a few important new sources and using APIs to give enterprise-level clients access to those posts and data. Services to be included are Instagram, Reddit, Bit.ly, Panoramio, Plurk, and Stack Overflow.

The company already serves up similar access for top-shelf online publishing tools like WordPress, Tumblr, and Twitter.

Now, before you go gettin’ creeped out about companies gettin’ all up in your social profiles, Gnip would like to remind you that a) this information is all publicly posted; and b) the brands in question aren’t really into reading up on the details of your personal life. Rather, they’d like to find trends in aggregated data to help them make business decisions.

For example, with Instagram, “Our customers have traditionally been very interested in geotagged social data, and between 15 to 25 percent of Instagram users geotag their photographs,” a Gnip rep wrote today on the company blog.

Here are a handful of other use case scenarios for the curious among you:

* Search for keywords to find brand mentions and current events.
* Access popular posts and conduct tag searches and geosearches.
* Monitor social activity around a given location.
* Track and understand trending content.
* Get warnings of impending PR crises, including service outages or bugs in the system.
* Monitor reputation and comments to get consumer feedback and ensure customers are satisfied.

“Four-and-a-half years ago, the company was founded on the idea that data would be insanely valuable, that people would do amazing shit with it,” said Gnip COO Chris Moody in a recent VentureBeat interview, “and we wanted to fuel all those applications.”

And of course, gaining access to and collecting all this information then turning it over to those who want it most has turned out to be a pretty profitable business.

“We spend all day every day talking to people who are finding goldmines in this data,” said Moody. “They’re so excited and they’re investing so much. Maybe we’re deceiving ourselves, but if that turned out not to be the case, we’d fold up and go home, because we were founded on the idea that data is valuable.”

Image credit: Shutterstock