“When Twitter spends $90 million to buy a social analytics company, nobody bats an eye, because of course Twitter has an interest in understanding its own users’ behavior,” Jeff Bercovici reports for Forbes. “When Apple does something similar, dropping a reported $200 million on Topsy Labs – well, it’s a very different matter.”

“Apple, as usual, is adding to the intrigue by declining to explain itself,” Bercovici reports. “What’s the explanation here? In the view of social analytics executives and analysts, there are a number of possibilities, none of them necessarily exclusive of the others.”

• Using social data to improve services, particularly Siri
• Enhancing content discovery
• Fixing app search and discovery
• Strengthening the overall app ecosystem
• Real-time marketing and relationship management
• Juicing iAd

Read more in the full article here.

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