YouTube founders Chad Hurley and Steve Chen weren't crazy when they recently acquired Delicious from Yahoo! through their new startup AVOS (news, site). While Yahoo! couldn't seem to make heads nor tails with Delicious, AVOS goes one step ahead by combining Delicious' rich mine of business intelligence with social analytics technology from Tap11.
Social Media Analytics
Tap11's social media analytics platform gives users an easy-access dashboard for gathering intelligence from social media such as Facebook and Twitter. The service is designed for marketers, community managers and just about anyone who needs to monitor the impact of their social media campaigns or filter out the noise to focus on relevant conversations.
AVOS' Hurley stressed the company's vision of creating the "best platform" for saving, sharing and discovering content.
With the acquisition of Tap11, we will be able to provide consumer and enterprise users with powerful tools to publish and analyze their links' impact in real-time."
Tap11 has access to the so-called Twitter Firehose. Having access to the 90 million-plus tweets per day makes the service a powerful tool for gathering intelligence. Aside from Facebook and Twitter, Tap11 can actually get feeds from other social networks and sites, and this is where Delicious will come in.
Tap11's CTO Braxton Woodham gives an insight on the synergy between Tap11 and Delicious, noting the "massive loss of marketing intelligence" with the lack of tools for systematically archiving and analyzing data. With the new AVOS acquisitions, Tap11 will provide the analytics, while Delicious will provide the content.
We plan to leverage our Volume algorithm to fully measure the impact of content consumed and shared across the social ecosystem. In combination with Delicious.com, we will be able to provide consumers and publishers with deep, relevant insights and recommendations."
A Rich Mine of Intelligence
Delicious was among the first major services that used the system of tagging instead of taxonomies when storing user bookmarks. The fact that this did away with the usual organization of having rigidly structured categories might be difficult to analyze. With Tap11, however, the user-defined organization actually contributes to the effectiveness of the system. For instance, one can determine how much a certain tag or keyword has been used, and to which kinds of content these were attached. Tap11 users can also determine how much a link has been shared and sent to contacts' Delicious inboxes. This doesn't only go for new links, but also for the years' worth of bookmarks that users have amassed via Delicious.
In essence, what AVOS plans to do with Delicious was something Yahoo! had in the works, but didn't come around to doing. Or, Yahoo! probably thought Delicious was a redundancy, because the company also had Yahoo! bookmarks. Having acquired both the content and the tools for digging deep into the content, AVOS now has a powerful set of assets that any enterprise or individual interested in social media engagement will find useful.