Currently, SocialFlow’s product portfolio consists of two technology platforms. Cadence is a platform for earned media that uses analytics based on the social graph to show when audiences are most engaged in social media and what topics they are interested in, in real time. Forbes, Mashable, Gawker and BuzzFeed are among the publishers that use the tool. Crescendo is an attention-buying platform for paid media that uses an algorithm to find out what keywords companies should be using for real-time advertising campaigns. It is currently being used by brands such as Walmart, Pepsi and Burberry.
According to a news release from SocialFlow, it will use the additional funding to “accelerate its range and reach, expand its product portfolio and further develop its partner base as the market for intelligent social network engagement and analytics platforms expands.”
SocialFlow pointed to several recent reports focusing on social media-related advertising trends: Investments by corporations in interactive market programs will top $76 billion in the United States by 2016, and social media marketing spending will increase to 26 percent of total advertising spending, according to Forrester Research. In addition, according to Gartner, social media advertising totaled $8.8 billion in 2012.
“In the past year, we have seen a significant change as companies integrate social media marketing into their overarching business goals and make it a lynchpin of their ongoing customer acquisition, engagement and loyalty programs,” said SocialFlow CEO Missy Godfrey.
Other investors on board already include SoftBank Capital, RRE Ventures, AOL Ventures, Betaworks, kbs+ Ventures and Rand Capital Corporation.