Efficient Frontier Purchases Context Optional For Reported $50 Million

Efficient Frontier, which is best known for its search engine marketing platform, is doubling down on the social media marketing space with the acquisition of Context Optional. Kara Swisher at AllThingsD puts the purchase price at $50 million.

Context Optional sells a suite of tools companies use to manage their presences on social networks, including ways to monitor comments, build simple apps, and track engagement. Customers include big names like Dell, Live Nation (NYSE: LYV), MTV and Red Lobster.

Efficient Frontier already sells a platform that companies can use to manage their Facebook ad campaigns, and it says in its announcement that the combination of the two offerings will create the “first unified solution for managing and optimizing Facebook fan acquisition through to fan retention and engagement.”