LikeAlyzer.com was a free online service that helped companies and individuals measure and analyze the performance of their Facebook pages. It measured such metrics as the reach, engagement, and traffic. The service could be equated to any of today’s SEO reporting tools, but with a particular emphasis on Facebook.
Within a year of its establishment, LikeAlyzer.com was purchased by the Meltwater Group. Meltwater is an American company that develops and markets business intelligence and media monitoring software. About six years after buying LikeAlyzer, Meltwater announced that it was shutting down the service.
We took some time to discover what happened to the service that promised to help users “explore all the possibilities” of their presence by evaluating activity and dialogues to ensure success on Facebook (Source).
The History of LikeAlyzer.com
Robert Andersson, a man who calls himself a “coding-cowboy,” founded LikeAlyzer.com in Stockholm Las, Sweden, in 2012 (Source). When the service started, it had a simple assurance: “Our free-of-charge service will provide you with detailed information and explanation of identified issues, tips on how to address these issues and much more” (Source).
Asked, in an interview, what his inspiration was when he started LikeAlyzer, Andersson says that it all began with him exploring the Facebook API (Facebook’s API offers software developers a way to interact with Facebook from within apps and web pages). He says that he found the “data really interesting.” Using his previous knowledge, he says he then decided to create a script that could gather information on a Facebook page.
It’s not clear how LikeAlyzer made its money, or even if Andersson had any aim of making money from the digital analytics service in the beginning.
So, what did LikeAlyzer try to do specifically? It analyzed a Facebook page to determine what the owner of the page was doing well, and if there was anything they needed to improve. It also identified the specific posts that were doing well and the time of day when a page attracted the most interaction.
Apart from being a free service, one of the reasons LikeAlyzer became famous was that users did not need to sign in or register. All a user needed to do was to take the LikeAlyzer URL and type it into the page they wanted to analyze.
LikeAlyzer.com also had a page comparison feature that users could employ to compare their page’s performance against those of competitors. However, the service was “designed to help you manage your Facebook page(s) in a way that works with your personalized strategy in mind, not someone else’s,” the company said (Source).
An article published by the LikeAlyzer Blog reports that by 2018, the tool had analyzed over 1.6 million pages across 232 countries. A statement released by the firm indicates that more than 72,000 companies had used the tool, by 2013, to examine how they were doing on Facebook.
A Score between 1 and 100
After analyzing a page, LikeAlyzer would give the page a score of between 1 and 100. The score was an average of various metrics and elements, such as growth, likes, engagement rate, People Talking About This (PTAT), post type, page information, and responsiveness. It graded each of these data points with either a green checkmark for a strong score or a red X mark for a subpar score (Source).
We attempted to determine famous individuals who had the highest scores based on LikeAlyzer, but very little information is available. However, an article reports that scores below 85 were considered weak, and excellent performance was above 90. On average, not many people scored above 65.
Meltwater’s Social Solutions Acquires LikeAlyzer
In April 2013, the Meltwater Group published a press release announcing that it had acquired LikeAlyzer.com. The company provides no details regarding the financial terms of the deal. At the time of the acquisition, Meltwater was itself worth $130 million and claiming to be helping “20,000 companies understand their markets, engage their customers, and master the new social business environment,” from 27 offices across the globe (Source).
Meltwater provides the reasons why it acquired the online intelligence solutions provider: “LikeAlyzer will strengthen Meltwater’s offerings in social media marketing, helping companies drive growth and improve productivity through a deeper understanding of their customers, markets and social business communities” (Source).
In the press release, Meltwater indicated that it would continue to provide the free service. However, it also suggests that it had plans to develop further a premium version of the service. According to the company, such a service would provide much “deeper and more powerful insights that will complement our existing Meltwater Buzz product.” While there is no mention of fees in the announcement, it is clear that Meltwater planned to focus on the profit it could make from the service (Source).
As part of the deal, Andersson joined the Meltwater product team, announcing that he was happy to join a company with a broad understanding of media monitoring and social media marketing.
By September 2013, LikeAlyzer.com’s “About page“ had replaced Andersson’s message, as the founder of LikeAlyzer, with a message from him as Founder of LikeAlyzer & Product Manager at Meltwater Group.
What then Happened to LikeAlyzer.com?
LikeAlyzer.com lived for another six years as part of the Meltwater Group until November 2019 when the company announced that it was shutting down the service.
The firm does not provide many details about its decision. It only preferred to say, “We greatly apologize for the short notice, but due to some changes with the Facebook APIs for public page analysis and competitive benchmarking, we have made the decision to migrate these analytics into the full Meltwater Suite of Products. As of November 15, LikeAlyzer will be shut down” (Source).
This message would mark one of the last appearances of LikeAlyzer.com because, on November 15, 2019, true to its word, Meltwater retired the seven-year-old service.
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