Storify Acquired by Web Publishing Services Company Livefyre

First acquisition for firm, which plans to expand use of storytelling tools

Storify, a digital storytelling tool used by journalists to surface conversations that originate on social media, has been acquired by the Web publishing services company Livefyre.

Livefyre plans to fold Storify into its StreamHub product, which offers Web publishers tools for commenting, live blogs, live chats and social media curation. A spokesman for Livefyre declined to disclose the terms of the deal, but it marks the company's first acquisition.

Storify co-founders Xavier Damman and Burt Hermann, as well as other staffers from the company, are joining Livefyre, according to the company's release.

“Livefyre powers mass-scale social curation for some of the largest media companies in the world,” Damman said in a statement. “Livefyre will provide the technology foundation to help Storify scale to meet enterprise customer demands. Together, we’ll take Storify to the next level and will fulfill Livefyre’s vision of powering social everywhere."

Livefyre CEO Jordan Kretchmer said in a statement that the acquisition made "perfect sense," given that many of Livefyre's publisher clients are also active on Storify.

"Now our enterprise users will be able to manage Storify content from the same centralized Livefyre dashboard where they’re already managing all of their social and user-generated content," Kretchmer added. "With the addition of Storify, StreamHub is now the only real-time platform that enables both editorial and automated content curation from all the major social networks including Twitter, Facebook and Instagram.”

The acquisition also has potential implications for advertising: Livefyre said it plans to incorporate Storify into its recently introduced native social ad product.