YouTube founders buy social analytics firm Tap11

SAN FRANCISCO, USA: The founders of video-sharing website, YouTube recently announced they bought a social media analytics outfit Tap11.

Tap11's technology is designed to measure the effectiveness and spread of social media campaigns, so advertisers and others can see what sorts of tweets and Facebook messages users respond to, which gain the most traction and spread amongst followers, and which just fall flat, reports AFP.

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"Our vision is to create the world's best platform for users to save, share, and discover new content," Hurley said in a release.

Twitter recently selected Tap11 as a top 6 app at Chirp, where the judging panel viewed Tap11 as the “Omniture of the real-time web.” Over 500 major brands and marketing firms use Tap11.

"We plan to leverage our Volume algorithm to fully measure the impact of content consumed and shared across the social ecosystem," said Tap11 chief technology officer Braxton Woodham.

The founders of YouTube sold it to Google for $1.65 billion in 2006, said they planned to integrate Tap11 and Delicious with their new San Mateo, California-based Internet company AVOS.