Twitter acquires social media analysis company

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Twitter brings in BackType

BackType, the social media analysis company, has announced that it has been bought by Twitter.

BackType's blog reveals Twitter's takeover of the business. The company that offers customers insights into the value of their social media engagement will be moving its team and technology to Twitter in order to develop tools for Twitter and its partners.

BackType is also the creator of BackTweets, a tool that helps publishers understand the reach of their tweets and how this translates into web traffic. BackType is discontinuing its current products, but has said: "We're very excited to not only join an amazing company that's changing the world, but to continue building products in pursuit of our shared vision with Twitter."

Twitter takes over

The announcement comes following Twitter's recent revelations that it is to offer users an integrated photo service. Twitter's earlier acquisition of TweetDeck, together with it buying BackType, sees the social media giant offering a more substantial service, negating the need for third party tools.

Analysing the reach of social media, and calculating ROI from social media activity is becoming more necessary for businesses as the market expands. If Twitter can offer key analytics from within the social network, it will allow users to remain within the site, knowing the information they are getting is as accurate and in-depth as possible.