Jive Software purchases Filtrbox, marking the first of what could be several acquisitions of social media monitoring tools that detect memes coalescing on Twitter, Facebook and other social destinations. Filtrbox makes analysis widgets and reporting software that monitors, or "listens to," conversation threads on Web services. Jive will integrate Filtrbox technology into the Jive Market Engagement solution, a curious move because Jive already offers social media monitoring software for Jive Market Engagement, courtesy of Radian6.
Enterprise social software
provider Jive Software
Jan. 7 said it has purchased Filtrbox for an undisclosed sum, marking the first
of what could be several acquisitions of social media monitoring tools that
detect memes coalescing on Web services.
customers include Kohler, Dairy Queen and Cigna, makes analysis widgets and
reporting software that monitors, or "listens to," conversation
threads on Web services such as Twitter, Facebook, blogs and other social media
The technology identifies key themes or trends around certain topics, such
as a company or product, and then provides reports with graphs and charts to its
These customers can gauge how a market segment or target audience feels
about their product or service, and then respond within the context of that Web
service to answer questions, clear up misconceptions or even defend their
offering from attacks by competitors.
Think of it as a sort of business intelligence for the social Web at a time
when real-time conversations about companies, products and services are
lighting up modern message boards like Twitter, FriendFeed and a thousand other
"We looked at all of the top providers in the space, and Filtrbox truly
wowed us with incredible technology, a similar vision for the real-time
enterprise, and an accessible, user-friendly application that makes it easy to
prioritize feeds and dial the 'noise' up or down to manage information
overload," wrote Jive CEO Dave Hersh in
a blog post Jan. 7.
For example, Jive said in a statement that Filtrbox uses intelligence to
adjust rankings based on how the user interacts with the data, and offers the
ability to analyze the trends and influencers in an enterprise's market.
Filtrbox is also a cloud computing app that meshes with Jive's strategy for
expanding its cloud offerings going forward.
Initially, Jive will integrate Filtrbox technology into the Jive Market Engagement solution, which lets marketers get a
handle on what users are saying about their brands online. The purchase and
positioning of Filtrbox is a tad curious because Jive already offers social
media monitoring software for Jive Market Engagement, courtesy of Filtrbox
Jive said it will continue to support customers who use an integrated
Jive-Radian6 solution and will continue its alliance with Radian6. However, it
will be interesting to see how long Jive supports this arrangement given the
overlap between Filtrbox and Radian6.
The company will ultimately integrate the Filtrbox capabilities into its Social Business Suite 4.0 collaboration suite, which it launched
last October with cloud computing hooks into Microsoft Office.
Joining Jive and Radian6 in the market for social media monitoring tools are
Socialcast, Mzinga and Attensity, which has been monitoring the buzz around Google's Nexus One smartphone.
Now that Filtrbox has folded its tent for Jive, the market can expect to see
further consolidation, with larger social software providers acquiring the
smaller social media monitoring startups en masse.
This is similar to the white-label social software binge in 2007 and early 2008 (Demand Media-Pluck,
Mzinga-Prospero, Onesite-Social Platform), before the bottom dropped out of the