October 12, 2011, 4:01 PM

Google buys a social media monitoring firm

SocialGraph enables companies to measure their presences on Twitter.

Lead Photo

Google Inc. has made another acquisition that could help the search engine strengthen its social media-related offerings. SocialGrapple, a  start-up company that sells analytical services for Twitter, said this week that it has been acquired by Google.

Neither Google nor SocialGrapple said how much Google paid for the firm.

“SocialGrapple started a year ago, and launched only a couple of months later as a social graph analytics service,” reads a notice on the SocialGrapple site. “Much of what was built over the months came directly from your needs and requests, so I feel like we were all on this journey together.”

The company’s services, priced at $6 to $125 per month, enables organizations to monitor and analyze their Twitter messages and followers via dashboards, charts and summary reports. For instance, a retailer could study lists of how often their brands are mention on Twitter.

13% of U.S. adult online use the search giant’s Google+ social network, according survey results released in August by research firm YouGov PLC; Google+ launched on June 29. By comparison, 71% of adults use Facebook, according to that same survey.

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