Twitter snaps up analytics specialist BackType
by Steven Mostyn - Jul 6 2011, 05:40
On the up and up. Image: Twitter.
It may currently be the global darling of the social messaging scene, but micro-blogging service Twitter is clearly not sitting on its laurels when it comes to better understanding and enriching its positioning.
Moreover, the hugely popular online platform has this week announced the acquisition of BackType, a San Francisco-based social analytics start-up that helps clients better understand the influence of their brief tweets.
“We’ll be bringing our team and technology to Twitter’s platform team, where our focus will be on developing tools for Twitter’s publishing partners,” outlined BackType in an official blog post.
Some of the company’s existing clients prior to Twitter’s high-profile purchase include the likes of online giant AOL and software heavyweight Microsoft.
“Joining Twitter gives us the opportunity to bring insight to tens of millions of publishers around the world that are using Twitter to communicate with their audience,” it added.
According to the deal, products and services offered by BackType will no longer be available to new customers—although existing clients will retain access.
Twitter has not yet said how BackType’s specific skill set will be integrated into its corporate fabric. However, the company’s staff will be relocated to Twitter’s San Francisco headquarters.
Financial details regarding the acquisition have not been divulged.
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