• by Gavin O'Malley  @mp_gavin, January 7, 2010

Social media marketer Jive Software on Thursday announced the acquisition of privately-held social media analytics provider Filtrbox. Terms of the deal were not disclosed.

Per the deal, Jive plans to integrate Boulder, CO-based Filtrbox's real-time social media monitoring and engagement capabilities to better serve its socially ambitious clients.

"It is time for enterprises to start thinking differently about (social media marketing), to move from being reactive to actively engaging with customers to provide them the experience they want," said Chris Morace, SVP of Products at Jive.

"The real opportunity is integrating a socially connected workforce to the customers it serves to make them feel valued, important, and heard," Morace added. "We see tremendous potential in the combination of (Social Media Marketing) and (Social Business Software) to change the way companies leverage conversations on the social web to deliver real business value."

In September, Portland-based Jive debuted the latest version of its Jive Market Engagement application, which combines social media monitoring with social business software to help clients better understand and respond to digital conversations.

As Twitter, Facebook, blogs, and other digital channels have gained greater influence over consumer and enterprise purchasing decisions, marketers are increasingly looking for tools to mine and influence these conversations.

As such, a key component of Jive's latest application was the ability to drive real value from the "real-time web," beyond simply "listening" to online social interaction.

At first, Jive plans to integrate Filtrbox technology into the Jive Market Engagement solution.