Livefyre buys Storify to create curation one-two punch

Social commenting system gets social storyboard company
Tools

This week, social commenting platform Livefyre bought social curation tool Storify, creating a social powerhouse platform of products and services.

Livefyre announced the purchase in a tweet on Monday morning:

For those unfamiliar with Storify, it's a compelling service that lets you collect the social conversation from a variety of services and create a social story by dragging and dropping various elements to form a story of sorts. It's a powerful idea, but it has bordered on experimental as a stand-alone product. It probably makes more sense combined with another product like Livefyre.

For the users of the free Storify service, there will be no change in the immediate future, according to a blog post on the Livefyre website. But the blog post goes on to say that the various Storify pay levels will be rolled into a single enterprise offering and Livefyre plans to build in the same drag and drop curation capability you're used to seeing in Storify, directly in their platform.

But where it gets interesting is the ability to drag and drop any social content into a Livefyre stream or on any website or blog. You may recall that at one point, Google (NASDAQ: GOOG) Wave was supposed to allow you to embed a wave into any website or blog. This product has the potential to do something similar.

This is how Livefyre described it in their blog post: "Livefyre customers will be able to centrally manage both automated and editorial curation from the same moderation user interface, and in the future, be able to drag-and-drop specific Tweets and posts into any Livefyre application, including real-time comments, live blogs, live chats, media walls and native ads. This opens up completely new possibilities for how social content can be integrated into websites, mobile apps, advertisements and TV broadcasts."

From Storify's perspective, it's a familiar sale story. They hope that by combining with Livefyre, they will be able to scale the product in ways that would have been impossible or taken years had they stayed a stand-alone product.

Storify claims 850,000 individual Storify users, while Livefyre claims 400 of the world's largest publishers as its customer base. Not surprisingly, there is some overlap among those customers, but the combined company is certainly more powerful than the two companies were alone.

Will Livefyre make Storify part of its platform to the extent that its current customers will no longer recognize it, and is that a bad thing in the long run? We'll just have to wait and find out.

For more information:
- see the Livefyre blog post
- see the Storify blog post

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