Twitter Acquires BackType

July 6th, 2011 at 12:31 pm

Twitter seems to be getting on the acquisition bandwagon this year. It has just recently acquired desktop client TweetDeck just over a month ago. It seems that it is not done yet. There is news that now, Twitter has acquired social analytics start-up BackType.

BackType, the company behind BackTweet, which allows users to know the reach of their Tweets as well as content, has announced through their blog that Twitter has acquired their company. And just like the TweetDeck acquisition, the terms of the deal were not disclosed. Through its recent acquisitions, Twitter may be on the way to trying to directly have a hand on managing some of the more popular tools that many of its users are currently using.

BackType deals with analyzing the effects of social media by measuring the reach and influence of a user’s Tweets, such as what its product BackTweet can do. Twitter may have realized that this tool may prove useful for its clients and advertisers with the means to measure how their own Tweets are propagated through Twitter and the people that such Tweets are able to reach. This may prove as a useful tool from an advertiser’s point of view- being able to zero in on its core market and then base future actions from the feedback that they get from them.

But other than that, another point raised about Twitter’s acquisition spree is that it may be trying to rein in third party applications based on the features of the micro-blogging site. BackTweet is a tool that makes use of Tweets and track them while TweetDeck is a desktop client that helps manage several social media sites, which includes Twitter, from a single interface. With the said acquisitions, Twitter stands to directly control and manage the features that added convenience to Twitter users but were once handled by third parties.

Twitter might be on its way of consolidating features that it sees as quite valuable and trying to directly integrate it into the site. Doing away with third party applications for its many popular features by acquiring the companies that developed them may be the easy route for Twitter to become an even more capable micro-blogging site. Its acquisition spree may not yet be over. There might be people eagerly waiting with baited breath, to see what Twitter’s next acquisition move may be.


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