So Long Topsy, You Will Be Sorely Missed

Topsy, the social conversation analytics company is no longer among us. Two years after being bought by Apple, the mother ship has decided to shut it down.

Also Read: Show Me The Numbers: Twitter Unveils New Analytics

Topsy was a popular platform among social media analysts and managers that wanted to get real-time stats on trends and discussion topics on platforms such as Twitter. However, Topsy’s last tweet does not leave much hope to the fans of the service.

We've searched our last tweet.
— Topsy (@Topsy) December 16, 2015

If you type the URL now, you will be redirected to Apple’s service page. And this is where it gets interesting. While no one knows why Apple bought Topsy a few years ago, its acquisition sum –circa 225 million dollars– signifies that the service has valuable know-how to share when it comes to search.

This leads to the following likely scenario; Not only is Apple using Topsy’s arsenal to power up the search features on its iOS, but it also plans to enhance the offering. So far, the latest iOS update brings a deeper level of search on users’ devices, leveraging data from Siri, contacts, calendars and third party apps.

Could this mean that Apple is ready to launch a social search engine? Quite so. Could this also mean that Apple is ready to explore the analytics space as well? Seeps plausible. Watch this space.

Apple shut down social media analytics platform, Topsy. And this is where it gets interesting…

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