It all began in the spring of 2009 in Austin, Texas over, like many important things in Austin, breakfast tacos. Our founders, Hayes Davis and Jenn Deering Davis, wanted to know how many people were reached by tweets about a topic on Twitter. As we talked to more people, it turned out that others wanted to track Twitter reach, too. So that April, we launched a simple site where anyone could get a snapshot report of recent Twitter activity and our first product, TweetReach was born.
Since the beginning, we wanted to build products that would enable businesses of all sizes to measure their use of social media tools and the impact they were having. Union Metrics focuses on delivering simple social metrics that enable marketers and agencies to measure and improve their social media campaigns.
Our flagship service, TweetReach, is now used by thousands of people all over the world every day to analyze the impact of their conversations on Twitter. Our customers use TweetReach to track millions of tweets each week about everything from elections and uprisings to product launches and recalls to conferences, celebrities, TV programs and commercials.
And now, with Union Metrics for Tumblr, we have expanded our offerings to provide the first-ever metrics for campaigns on Tumblr. As Tumblr’s preferred provider of analytics, we are helping big brands and agencies get the most out of the stories they are telling on Tumblr.
There’s a little branch of math called set theory that’s all about dealing with groups of unique items called, you guessed it, sets. It turns out lots of things can be treated as sets, like, for example, all the people that follow you on Twitter.
One of the nifty things you can do with several sets is UNION them together into one big set that contains every single unique item from all the others.
A little esoteric? Maybe. But it turns out it’s a great way to understand how a big audience is created from a lot of little audiences.