One reason social media is so popular is the ease with which new online services help users share the things that are important in their lives. Website comments allow simple conversational threads to be attached to posts, but products like JS-Kit Echo and IntenseDebate help expand the circle of people you can touch by converting your website or blog into a social media outlet as well.
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History
The company behind IntenseDebate was launched in 2007. JS-Kit was one of its many competitors. At the time, IntenseDebate featured a commenter profile system, not yet implemented in JS-Kit. In 2008, IntenseDebate was purchased by Automattic, Inc., the owner of the WordPress blogging software platform and several WordPress plug-ins.