Google is a lot of things, but in the world of social media it’s still widely considered an incidental player. That might change with the announcement this week that Google’s parent company Alphabet has acquired Mountain View, Calif-based Kifi, a start up Web site link-sharing platform.
Kifi could possibly help the tech giant beef up its Google Spaces social media platform. Google Spaces aims to be the app individuals use to share content in groups on any topic. Group-sharing app KiFi has Google Search, YouTube and Chrome built into it.
The details of the acquisition haven’t been released, but Kifi said that part of its team will immediately start working on Google Spaces. That might dovetail with the general idea behind Kifi, which is to add context to collaboration efforts to somewhat ease the process of organizing and using information for a variety of group projects and interests. Kifi has also developed tools for contextualizing stored information, including a deep search engine for Twitter content and links.
But Rand Fishkin, founder of Seattle-based SEO consulting company Moz, told us that it’s important to be cautious in ascribing a motive to any of Google’s small acquisitions like this one.
“It could be a pure ‘acquihire,’ a use of Kifi’s technology for a function entirely separate from its original use, or even an experiment that will never see a public launch,” he said. “I wouldn’t make any assumptions that Google’s going deeper in the content production or distribution space based solely on this move.”
Launched on May 16, Google Spaces is s a way to make group sharing easier for everyone from book clubs to work groups by enabling them to avoid jumping between apps to copy and paste links. With Google Spaces, group members can see whenever someone shares something new to…