Reviews giant TripAdvisor is furthering its social manoeuvring with the acquisition of mobile application Tiny Post.
Terms of the deal have not been disclosed, but chief executive Steve Kaufer describes the company's latest buy as:
"A great fit for our continued drive to provide engaging and shareable content."
It's an interesting move for TripAdvisor and perhaps another talent grab as other recent acquisitions including EveryTrail two years ago and Wanderfly six months ago, have not resulted in integration with the core service (yet).
But, nevertheless, Kaufer has recently talked about how important mobile and in-destination services are to the company.
One of Tiny Post's founders, Dick Brouwer, was also involved in the Everytrail mobile trip planning and destination guide service.
Tiny Post, which enables users to develop their pictures into stories by writing over them, has been described as a visual version of Twitter.
It's also interesting given Kaufer's comments about the company's decision to not monetise mobile back in February 2012 yet it is clearly positioning itself in both social and mobile terms for when it's ready to push the button.
TripAdvisor has also long been experimenting with Facebook apps such as its Trip Friends service while it also unveiled an app in November enabling hotel owners to incorporate reviews within their Facebook pages.