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August 28, 2012

Facebook acquires social measurement start-up Threadsy

The acquisition could potentially help marketers target influential Facebook members.

By Tineka Smith

Threadsy is the startup behind the popular social analytics tool Swaylo, which measures social influence to better connect brands and influencers.

Swaylo measures the influence of a user within their social network on a scale of 0 to10. The tool analyses a user’s social graph to reflect the impact a person’s online activity have in their social circle. Brands are able to see which areas a user is most influential to discover who can best help them promote their product on Facebook.

"We built Swaylo because we believe Facebook and other social media services are the digital representation of our lives," said the company. "There is no better opportunity to take Swaylo’s vision to the next level than at Facebook."

The company has raised $6.3m in funding but no price has been announced for the acquisition. Once the deal is complete users will no longer be able to access their sway scores on

The entire Threadsy team and its technology will be owned by Facebook but the pro version will still be owned by its current investors and run independently of the social network.

Facebook’s acquisition of Threadsy could mean the social network will use the technology to create a better offering of member data to advertisers.

The social network is struggling to prove its valuation to investors as it works to create a strong mobile platform.

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More than half of Facebook’s 955 million users access the site predominantly through mobile which the company told investors is a weak spot for the social network.

Facebook stock has fallen below half of its initial IPO price after a disappointing first earnings report. The company reported a net loss of $157m in the second quarter compared to a net income of $240m in the same quarter a year ago.

The company’s value has now dropped to $40bn, almost 50% less than its market value when it went public on May 18.

Analysts say how Facebook stock continues to perform depends largely on showing investors that it can sell advertising on mobile devices as more of its users continue to switch from PC to mobile.

Please follow this author on Twitter @Tineka_S or comment below.

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