In a post to the BackType blog this morning, it appears that Twitter has acquired BackType, the company which holds its claim to fame as a comments search tool. In more recent times, BackType has shifted its business to become “a marketing intelligence platform that helps brands and agencies understand the business impact of social media.”
Our vision at BackType has always been to help our customers understand the value of engagement on Twitter and other social platforms. We also created BackTweets to help publishers understand the reach of their tweets and content, who they are reaching, and how Tweets covert to web traffic, sales and other KPIs.
BackType is still a young player, having only launched in 2009. The company has been sitting on a slight $1.32 million in funding among 3 rounds but we do not have any confirmation on the acquisition price from either party.
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It’s another move, apparently, to pull more third-party resources into the Twitter fold. With competition from TweetMeme, OneRiot and uberVU, it only makes sense for Twitter to bring in an analytics and tracking platform to call its own.
If we are going from the BackType blog information, we’d have to say that this acquisition will be another tool in the arsenal for Twitter to encourage publishers to use its own tools in order to track the effectiveness of their Twitter conversations.