Jive Software, a company that helps businesses interact with online communities, has acquired social media analytics provider Filtrbox. Terms weren’t disclosed. Boulder, CO-based Filtrbox has been around for a little over two years and has raised a little more than $2 million. It raised $1.4 million in its first round nearly a year ago from Flywheel Ventures and True Ventures.
In outlining the reasons for its acquisition, Portland, OR-based Jive says it wants to build its business around monitoring social media conversations to give businesses a better sense of how their brands are perceived across sites like Facebook, Twitter and YouTube. By applying Filtrbox’s offerings to its own monitoring software, Jive will craft direct marketing campaigns through those sites and try to alert clients when users’ complaints rise.
While M&A activity has been expected to pick up this year, online analytics providers have been a pretty hot target for the past two years. As the audience and the attendant ad spending on social media sites continues to rise, the race to buy companies like Filtrbox isn’t likely to slowdown for a while. Release (a separate FAQ about the acquisition is available here)