It was only a few days ago that we wrote about Boulder-based Gnip pulling in social data from Chinaâs Sina Weibo. While those 300 million users do account for a huge amount of information, the growth of Tumblr makes Sina Weibo look like childâs play. Today, Gnip is announcing an exclusive partnership with Tumblr to pull in social data from Tumblrâs 50 million plus blogs.
For companies that want massive amounts of data that can be parsed into usable information, Tumblrâs astonishing 300% growth in 2011 is hard to ignore. Tumblr blogs rack up more than 15 billion page views each month, and the site has made itself a key source of social conversation, to the point that searches for Tumblr are expected to surpass searches for âblogâ by October of this year.
Whatâs probably more impressive is that Tumblrâs Katherine Barna says that the deal is the first of its kind for Tumblr:
âThis is the first time we have made this data available in a convenient, real-time format.â
According to Gnip COO Chris Moody, the goal is to be âthe single source of record for all public conversations online.â When you consider Gnipâs data gets pulled from WordPress.com, Disqus, Facebook, YouTube, Twitter and many more, itâs easy to understand how the company is approaching what it wants to accomplish.
For Gnip, the different types of content on Tumblr (photos, text, quotes, links, etc) present an opportunity rather than a challenge. The company sees Tumblr as the place where younger trend-setters are discussing and sharing ideas, and itâs a chance to see what will be mainstream in the future.
Even before Tumblr, Gnip was delivering analysis on over 90 billion social media activities each month. While we donât have a measurement on exactly how many activities the addition of Tumblr will create, itâs nothing short of staggering, and a highly-valuable tool for brands who are measuring sentiment.