Demand Media has sold social media tool developer Pluck to New York marketing software company Sprinklr.

Terms of the deal were not disclosed.

Pluck helps brands and retailers add social media applications, such as photo galleries and ratings and review sections, to their websites. Whole Foods, L’Oreal and Walgreens are a few of the Austin, Texas, company’s customers.

Demand acquired Pluck during its acquisitive heyday in 2008. The Pluck deal was valued between $50 million to $70 million, according to the Santa Monica firm’s then-chief executive Richard Rosenblatt.

Shares of Demand fell 13 cents, or 3 percent, to $4.93 at Friday close on the New York Stock Exchange.

Staff reporter Melissah Yang can be reached at [email protected]. Follow her on Twitter @MelissahYang for the latest in L.A. tech news.