Shift—previously known as GraphEffect—today is announcing its Media Manager application, which is designed to take Facebook posts and Twitter tweets (authored by the brand or consumers) and quickly turn them into ads.
For instance, if a consumer praises a brand or posts something that resonates with a brand's community on the social sites, Shift's system should automatically alert designated members of the marketing team to let them know about the Sponsored Stories or Promoted Tweet opportunity.
"The content team, the media buyers and the analysts can work together on their Facebook and Twitter initiatives in real-time," Shift CEO James Borow told Adweek. "Social moves so fast that you have to be able to coordinate in real-time, or you will essentially miss the boat again and again. It's a powerful thing to know that a post or tweet is doing well and that you need to put some money behind it."
Borow said Media Manager employs an algorithm his firm calls StoryRank, which pulls Facebook and Twitter insights and matches such data against the brand's social ad goals. "In one click, [the potential ad] can be sent over to your boss so that budget can be allocated," he added.
The app becomes part of Shift's Open Marketing Cloud platform, which is utilized by brands such as L'Oréal, Toyota, Kraft, American Express and Nissan. Media Manager also entails social ads budget notifications, collaborative worksheets and real-time chat to hook up agencies with brand clients, as well as other digital-campaign-based bells and whistles.