Startup social network analytics engine Backtype has been acquired by Twitter for an undisclosed sum, giving users of the micro blogging platform greater insight and accountability of their social initiatives.

The move should go down well with brands and companies seeking to better understand the impact of their social networking activities. As the company says: “Our vision at BackType has always been to help our customers understand the value of engagement on Twitter and other social platforms. We also created BackTweets to help publishers understand the reach of their tweets and content, who they are reaching, and how Tweets covert to web traffic, sales and other KPIs.”

Twitter will bring the Backtype crew into the fold and integrate the technology with its own product. The newly acquired firm will discontinue the BackType product and API services.

Last week, telecoms.com attended the Google Think Mobile conference in London, where accountability of social media was high on the agenda. Hugh Fletcher, national digital manager for Audi UK, discussed his firm’s foray into digital media from strong advertising roots in traditional media, TV, outdoor and POS. His online marketing adviser, Nick Hynes, CEO of Somo, said that there is “lots of opportunity to run into danger if you do not work through your strategy before running out with a mobile offering. It is of the utmost importance to track and measure the results of your performance,” he said.