Facebook has acquired mobile discovery app Glancee for an undisclosed amount.

This latest move by Facebook is yet another acquisition on the road to their IPO following their much publicized acquisition of Instagram.

Combining aspects of geolocation and social networking, Glancee is one of a group of “social discovery” apps that promise to tell you all about the people who are around you.

By having instant access to the people in your immediate surroundings along with the data in their social networks, Glancee promises to help you meet and network with other people who may be of interest.

Here is a short video explaining Glancee:

Social Discovery is a very hot topic as was seen in this year’s SXSW, where another key player in this space called Highlight was this year’s darling.

It is still too early to see if and how Facebook will integrate Glancee into their platform, but in an interview with AllThingsD, it was stated that all three co-founding members of the Glancee team will join Facebook at its Menlo Park campus.

Personally, I am very excited about the new functionality and opportunities that social discovery brings to digital marketers…

I can envision how prospecting for new customers and potential business partners can be much easier and effective when you have instant access on a mobile device to all the people in your surroundings – and then can clearly identify those who have friends or connections who currently are using your product or service.

Rather than blindly networking and trying to figure out if there is an opportunity to be found in meeting with someone at a business event, this type of social discovery app could help “break the ice.”

Then again – Glancee positions itself as “putting the social back into social networking” and is currently mostly focusing its message on meeting other friends.

It’s just a matter of time until social discovery finds its way into B2B marketing and other professional networking scenarios…

Are you listening to me BranchOut? (And please give me a shout out @georgelevy when you launch it – I’ll even give you a nice recommendation.)

What do you think?

Is Social Discovery the next hot area of innovation in the mobile app space or is the Glancee acquisition just Facebook’s way of bringing three hot developers and innovators into their mobile team?


Subscribe to Breakthrough Digital Marketing today! It’s free and packed with the finest stuff on web & mobile. The subscribe box is on the top right of the blog or just click here. And don’t worry – I promise never to sell or rent your email address.