Is SocialGuide Enough to Give Nielsen a Leg Up?

Measurement giant's new purchase knows Twitter, but there's more to social media

Nielsen and NM Incite (Nielsen's joint venture with McKinsey & Co.) have acquired SocialGuide, a company that tracks the viewing habits of Twitter users. The question is, will the deal usher in a new era of receptivity and attention to digital media by the measurement giant, or is this just Nielsen ticking the "social media" box and moving on?

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