HootSuite Buys Social Media Analyst uberVU

Social media relationship platform HootSuite has acquired analytics firm uberVU for an undisclosed sum.

Founded in London in 2008 by Vladimir Oane, Dan Ciotu and Dragos Ilinca, uberVU offers real-time tracking of comments across sites including Twitter and Facebook. The company's tools also identify key influencers on relevant topics, detect real-time spikes in engagement (with insights on sentiment, location and demographics), and highlight 'important mentions'. Clients can also access a content marketing tool that identifies trending stories and relevant content to post directly to social media accounts.

In the coming months, uberVU's tools will be combined with HootSuite's platform for social media management and marketing, customer service and sales. HootSuite said in a statement that the acquisition would add a 'best-in-class analytics product and a dedicated team of world-class engineers'.

Mark Pascarella (pictured), CEO of uberVU comments: 'By joining HootSuite we are realizing our vision to bring analytics to the front and center of the social media business. This acquisition is a testament to the strength of our platform, and we are thrilled to be part of HootSuite's exciting story.'

Web sites: www.hootsuite.com and www.ubervu.com .