Austin-based Pluck, a developer of social media software, reported today that it has been selected by a UK provider of consumer information, Which?. Financial impact of the sale was not disclosed. Pluck said that Which? wilil use the firm's SiteLife platform to power social media on its website. Which? offers advice and consumer reviews to people in the UK, and will use Pluck to enhance its existing reviews process. The software will be used for allowing visitors to add their own, personalized product reviews on varoius consumer products. Pluck is now owned by Demand Media.