August 27, 2012, 3:56 PM

Facebook plans to buy software provider Threadsy

Threadsy operates Swaylo.com, which tracks a consumer’s social influence.

Zak Stambor

Managing Editor

Lead Photo

Facebook Inc. is buying software provider Threadsy Inc., operator of Swaylo.com, which tracks a consumer’s influence on the social network. Terms of the deal were not disclosed.

Swaylo is similar to social media monitoring firm Klout in that it assigns a social media user a score based on his influence within his social circles. For instance, an individual would get a higher Swaylo score if many consumers respond to his posts and spread his posts across Facebook. Unlike Klout, which gathers data about a consumer from various social networks, Swaylo focuses on a user’s influence, or sway, within Facebook. Facebook will shutter Swaylo, Threadsy says.

Threadsy also offers businesses a paid product, called SwayloPro, which enables brands to connect with those consumers who have a strong influence on their friends. However, Facebook is not acquiring SwayloPro, says Threadsy CEO and founder Rob Goldman. Instead, SwayloPro will continue to operate as a separate company owned by Threadsy’s investors, which include August Capital and Maveron Capital.

“We built Swaylo because we believe Facebook and other social media services are the digital representation of our lives,” wrote Goldman in a blog post. “There is no better opportunity to take Swaylo’s vision to the next level than at Facebook.”

Facebook confirmed the deal but declined to comment on its plans for Threadsy.

Since going public earlier this year the social network has embarked upon a slew of acquisitions, including mobile gifting app Karma, Tagtile, a mobile loyalty company that serves very small businesses, and, most notably, photo-sharing mobile app Instagram.

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