One of the things that is gives Jive Software so much momentum within the collaboration space is that it gives diverse users a common framework to share information and thoughts in real time. Unfortunately, like all collaboration software products, people using Jive usually need some outside stimulus to drive those conversations. To that end, Jive announced that it is acquiring Filtrbox , which offers a service that monitors social media and Web traffic to help companies determine what is being said about them, both good and bad.
According to Ben Kiker, chief marketing officer for Jive, the company had been providing a similar capability to what Filtrbox offers through a partnership. But because Jive sees the ability to integrate reports with what's happening on the Web with its collaboration software, Jive moved to acquire Filterbox for its technology, which Jive will continue to offer as both a stand-alone service and as an integrated component of the Jive SBS collaboration software.
As Flltrbox co-founder Ari Newman puts it, the reality of doing business today is that companies have to respond in real time to what is being said about them on the Web. Unfortunately, most of them don't ever discover where those conversations are taking place, which results in loss of control of their branding message.
All too often, the collaboration software people have in place today was designed to primarily share documents. What companies really need to direct connection to the Web that allows marketers, customer service representatives, product developers and senior managers direct access to customers so they can really understand what's happening to the business. That kind of insight doesn't come from staring at a bunch of spreadsheets.
Kiker says people should expect Jive to make further acquisitions in 2010 to create a real-time business hub for customers, which is exactly what most companies need to competed in this new digital world.