The Meltwater Group, an online media intelligence company, and Vancouver-based startup Strutta Media, a developer of social marketing applications and analytics for online promotions, this week announced a strategic partnership. Meltwater will use the partnership to deliver a "more robust social media marketing offering," helping companies to "more effectively engage with their key stakeholders."
“As more organizations move customer promotions and digital marketing to social channels, understanding the subsequent impact on your brand becomes an integral element of a successful marketing campaign,” said Niklas de Besche, Executive Director, Meltwater Buzz. “This partnership represents an expanded focus for Meltwater, and by leveraging a category leader like Strutta, we’re positioning ourselves as one of the most powerful and unique social media marketing companies out there.”
“We’ve seen incredible demand for our solution in North America and our partnership with Meltwater will allow us to accelerate our growth worldwide,” said Ben Pickering, CEO, Strutta. “Partnering with companies such as Meltwater is our gateway to a broader audience. They have a proven track record for delivering solutions to a diverse range of clients that can take advantage of our social marketing applications. By partnering with a leading company like Meltwater, we’re validating our social solutions are best of breed.”
While the partnership is certainly a good step forward for Strutta, it's curious as to why Meltwater didn't simply acquire the startup. Afterall, Meltwater is an active acquirer, scooping up IceRocket, JitterJam, and BuzzGain in the past year alone, and has stated that in the future it "intends to acquire more businesses and technologies to help further expand its product suite." Did Strutta turn down an offer? Or did Meltwater simply see more value in a partnership in this particular instance?