B2B Media Company Industry Dive Acquires Social Media Today
The plan is to integrate with Marketing Dive and supplement offerings in that vertical.
Industry Dive, a mobile-first media company focused on 11 B2B markets, announced today it has acquired Social Media Today, a site dedicated to people in a host of marketing-related professions for whom social media is a mission-critical competency.
Terms were not disclosed. SMT will continue to operate as a separate entity and will retain its name.
“We have long been fans of SMT and have worked with their team previously,” Industry Dive CEO Sean Griffey tells Folio: “It has a large community and website with a loyal following and a nice events business. Industry Dive has complementary products and has covered parts of social media for years and is now excited to bring them in.”
Washington, D.C.-based Industry Dive was formed in 2012. SMT was founded in 2007 and is based in New York.
Griffey says SMT has a “strong mix of original and contributed content from the community and over 2,000 active contributors, and does agreat job of sharing practices, tips and tricks on how to leverage social media for marketers."
The Industry Dive team will share ideas with SMT on how to improve what it does in the pursuit of bringing relevant social media insights to marketing professionals.
Industry Dive extensively covers the marketing profession via Marketing Dive, and its team will be heavily involved in the effort to integrate SMT help it become a destination for marketing professionals eager to learn about social media.
“But even without Marketing Dive involved, SMT is strong and vibrant on its own,” Griffey tells Folio:. “It will be run that way, but there are synergies between the two properties. The impact on Marketing Dive, though, is secondary, because SMT is a tremendous brand that is attracting more than 600,000 visitors, including leaders from top brands, talking about social media and social media initiatives.”
In a press release announcing the deal, SMT marketing director Caitlin McCulloch, said an alliance with Industry Dive made sense. “SMT has been at the forefront of how digital technology is transforming businesses, so it made sense to align with Industry Dive, whose mission is to serve business leaders with content that is intuitive and insightful,” she said.