Vitrue, a company that provides software designed to help brands manage their presence on Facebook and Twitter, has raised $17 million Series C financing.
In addition, the Atlanta-based firm has brought on former Facebook global sales chief Mike Murphy to serve in the newly created role of special adviser to CEO Reggie Bradford. Murphy left Facebook last fall after three years but still consults the company, along with the social gaming giant Zynga.
While it's not quite pulling in Zynga-type revenue, Vitrue has deployed its patented Social Relationship Manager software with numerous major brands—including McDonald’s, Procter & Gamble, Ford, AT&T, Disney and Best Buy—and has emerged as a player in a hot, funding-rich category. Rival Buddy Media recently announced $23 million in Series C financing.
Vitrue's financing round was led by Scale Venture Partners and Advent Venture Partners.
With Murphy on board, the company is looking to expand its global presence. “[This is a] platform that can scale. Coupled with impeccable service, [it's a] solution that will win in this market,” Murphy said.