iSentia buys social media agency Two Social
isentia CEO John Croll & Two Social founder Rich Spencer
Media information company iSentia has bought social media agency Two Social, Encore can reveal.
iSentia said the purchase of the social and creative agency is part of a continued expansion into the social media space and not a departure from its traditional information and analysis business.
“This acquisition further enhances our ability to take our technology and platforms and use our clever people to unlock information and turn data into insight,” said iSentia CEO John Croll.
The move comes almost a year after the company – which has its roots in cuttings service Media Monitors – acquired tech entrepreneur Nick Holmes à Court’s social media monitoring platform BuzzNumbers.
“Our acquisition last year of the BuzzNumbers social listening platform has been incredibly successful for us. We had 140 clients a year ago and we now have more than 300 using the platform,” he said.
Two Social founder Rich Spencer will stay on with the business after the sale. He said: “We are thrilled by this integration as it’s an exciting time in social media and we can’t wait to offer our depth of knowledge to iSentia’s extensive client base.”
The company declined to comment on the price paid for the agency but confirmed it would continue to operate as a separate entity.
A spokesman for iSentia told Encore the deal does not signal a departure from its traditional business.
“We have offered similar types of strategic analysis through iSentia Insight, so this is not something that is entirely new to us, but it does reflect our drive deeper into social media,” said an iSentia spokesman.
Nic Christensen
This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.
Another example of media monitors (isentia or whatever) stealing the lunch of public relations and digital firms.
Take your business elsewhere. Other media monitoring firms respect their client base and industry partners.
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@PR Chick… Completely disagree!
I have dealt with iSentia in the past and have found their services useful and insightful. I would certainly trust my business to a company that has prided itself for years on quality media analysis.
Conversely, I have had the displeasure of dealing with some of these other monitoring firms that you speak of. One in particular (lets abbreviate it to OC) lacked both the resources and professionalism that iSentia displayed – and I bet they are a dime a dozen out there!
Well done iSentia / Two Hands.
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@Jeremy Lin , you proclaim how great isentia is yet can’t back it up so use a famous basketballers name. Or are you the Jeremy Lin from the Singapore office of Brandtology, an Isentia company ? Google it.
@pr chick , you are close to the truth. Isentia are moving further into the digital space to get ahead of the death of print. My wife is a client and said most of their staff headcount are employed in monitoring print media. Getting further into the digital space will pave the way for further redundancies as this firm has a track history of making redundancies. I checked out their website and now they have a service called , wait for it. “i-social”. To think these guys are trying to get into being creative !!. I sense ya that the force is not strong with this company.
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