Tech start-up BuzzNumbers snapped up by Sentia Media

BuzzNumbers, a social media tracking start-up launched by prominent tech scene figure Nick Holmes a Court, has been purchased by Sentia Media.

The deal, for an undisclosed amount, marks the first acquisition by Sentia Media following its rebranding from its previous name Media Monitors.

BuzzNumbers, which has secured big-name clients such as Optus, Microsoft and Red Bull, was launched in 2009 by Holmes a Court, a former Microsoft consultant.

The business tracks online conversations and analyses the influence of brands, providing analytics to clients who want to track how their reputation is faring on Twitter or the blogosphere.

Holmes a Court hasn’t released details on how the start-up has fared financially, although he has previously claimed to have worked with more than 100 ASX-listed and global multinational firms.

Last year, the business was profiled by StartupSmart, with Holmes a Court saying that he planned to have 2,000 customers and 30 staff by this year.

He said at the time: “When we started, there were a few other companies doing the same kind of thing, which gives a lot of market validation. If you’re the only one doing something, you’re either well ahead of the game or a total idiot!”

“Starting up a business doesn’t cost a lot. Scaling a business costs a lot. That capital process is very difficult.”

“We could’ve grown organically, but it’s a question of whether you want stratospheric growth or just plod along.”

“Facebook became massive, but Friendster did the same thing five years previously. The timing wasn’t right for it and if you don’t scale up properly, you can get left behind.”

This morning, Buzznumbers chief executive Andy Gent told SmartCompany 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.”

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