The canÂny social media manÂagÂer with his finÂger on the marketâs pulse may be interÂestÂed to hear that FaceÂbook Inc. is poised to buy Threadsy Inc., the startÂup softÂware provider behind the celÂeÂbratÂed social anaÂlytÂics tool SwayÂlo. The move paves the way for FaceÂbook to offer betÂter memÂber data to adverÂtisÂers and boost revenue.
An adverÂtisÂing boost
Swayloâs addicÂtive appeal lies in its assignÂing a âsocial influÂenceâ or âswayâ score to social media users, reflectÂing how many conÂsumers respondÂed to their posts and spreadÂing them around the netÂwork to friends and conÂtacts. The savviÂer the conÂtent manÂagÂer, the betÂter the score. Unlike its social media monÂiÂtorÂing cousin Klout, SwayÂlo is FaceÂbook-speÂcifÂic, meaÂsurÂing influÂence withÂin the network.
Threadsy is reportÂed to have raised $6.3 milÂlion in fundÂing, but all lips appear tightÂly sealed about how much FaceÂbook is payÂing for the SwayÂlo acquiÂsiÂtion. Rob GoldÂman, founder and CEO of Threadsy, refrained from talkÂing figÂures and would only offer a plauÂdit to the social netÂwork giant, âWe built SwayÂlo because we believe FaceÂbook and othÂer social media serÂvices are the digÂiÂtal repÂreÂsenÂtaÂtion of our lives. There is no betÂter opporÂtuÂniÂty to take SwayÂloâs vision to the next levÂel than at Facebook.â
LimpÂing or sprintÂing toward mobile?
The move comes at a time when FaceÂbook is makÂing strenÂuÂous efforts to prove its valÂue to investors by develÂopÂing a robust mobile platÂform. GivÂen that over half of its 955 milÂlion users reach the netÂwork through mobile gadÂgets, this is provÂing cruÂcial to its future. Itâs an acknowlÂedged weak spot for the firm which may have conÂtributed sigÂnifÂiÂcantÂly to the net $157 milÂlion loss it susÂtained in the secÂond quarÂter of 2012. DurÂing the same quarÂter of 2011, Facebookâs cofÂfers were bulging, with profÂits totalÂing $240 million.
Facebookâs valÂue has plunged to $40 bilÂlion, less than half the marÂket price tag it comÂmandÂed in May when it went public.
SwayÂlo could well boost adverÂtisÂing revÂenue sigÂnifÂiÂcantÂly for FaceÂbook, but the jury on its future remains out: anaÂlysts believe that the perÂforÂmance of its stock hinges on showÂing investors it can attract adverÂtisÂing for mobiles. And with more and more of its users folÂlowÂing the Great Mobile RevÂoÂluÂtion, a PC-focused social netÂwork is in danÂger of going the way of the proverÂbial Dodo unless it recovÂers its capacÂiÂty for cutÂting-edge innovation.