• by Mark Walsh  @markfwal, May 12, 2011

Facebook marketing firm Buddy Media has acquired Spinback, a New York startup that provides social commerce and analytics tools. The company's services include a plugin called EasyShare that lets consumers to share products and purchases via Facebook, Twitter and email; and EasyTrack, a dashboard for companies to track social sharing and the resulting traffic, conversions and sales.

While Spinback's clients have primarily been retailers to date, Buddy Media plans to extend the company's tools to marketers and agencies as well to monitor e-commerce and sharing activity. The entire five-person Spinback team will join Buddy Media's New York headquarters as a result of the deal. For now, they will continue to function as a separate team within

Buddy Media CEO Mike Lazerow has denied a rumor the company itself will be snapped up by Facebook, where it helps brands run advertising and manage their presence on the social network, according to an All Things D report today. Buddy Media has raised more than $38 million to date.