Idio’s tool allows clients to analyse their content and the social media conversations taking place around it.

Through the deal, Exeter-based Idio acquires a base in London. All Thrudigital’s staff will be retained, with managing director Charles Dalton-Moore becoming operations director of Idio.

Idio founder Edward Barrow said: “The Thrudigital team have deep experience in social media monitoring, enterprise social networking and analysing ‘big data’.”

Commercial director Andrew Davies said: “Through the transaction we have been able to strengthen our management team and bring on board superb engineers that have worked on enterprise-level social media projects for clients in the private and public sector including ITV, ASOS and the NHS.”