Social media monitoring group BuzzNumbers snapped up by Sentia Media

BuzzNumbers, the social media monitoring platform founded and run by tech entrepreneur and investor Nick Holmes à Court, has been snapped up by Sentia Media in the company’s first acquisition after rebranding itself from Media Monitors.

BuzzNumbers has been one of the biggest names in the local tech scene over the past few years, with big customers including Optus, Microsoft and Red Bull. The business has succeeded by realising early that corporate customers would need to monitor their social media presence as it grew in popularity.

BuzzNumbers chief executive Andy Gent told SmartCompany this morning the deal represented a “good match”.

“We’ve had a good relationship with Sentia for some time now, and we’ve just reached a point of maturity in our business,” he says.

“I think the sophistication and the technology is there. They’re the biggest media monitoring service in the Asia PAcific, and they have 20 times more clients than us, so it gives us a huge amount of scope.”

Gent also says the business remains in a good position as it has watched corporate customers transform from having to be educated about social media, to realising why monitoring each and every account is a critical part of doing business.

“Everyone uses it, and from a corporate reputation point of view, people are getting switched on to that.”

Gent also says the business hopes to tap into Sentia’s massive customer base, and hopefully start working on new products and offerings – including possible international expansion. 

Holmes à Court has previously appeared on SmartCompany’s Hot 30 Under 30 lists in both 2009 and 2012.

Sentia Media chief executive John Croll said in a statement the company “complements our focus on timeliness, coverage, accuracy and insight for communications specialists.”

Croll said the purchase reaffirms Sentia’s growth strategy and commitment to providing its clients with a complete mainstream and social media view.

A purchase price was not disclosed.

Sentia was bought by Quadrant in 2010 and since then has purchased media companies including media intelligence and evaluation companies Brandtology, MediaBanc and 360m.

Holmes à Court’s background is largely in technology. He worked as a Microsoft consultant and also has experience in financial analytics.

He started the business in 2007 at a prototype stage, and has been coy about the company’s finances. However, he has claimed BuzzNumbers has worked with more than 100 ASX-listed and global multinational firms.

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