GraphEffect moves beyond Facebook marketing with Shift collaboration platform; hires PMD manager to lead partnerships

Social marketing company GraphEffect today announced the expansion and rebranding of its collaboration platform, as well as the hire of former Facebook partner manager Adam Gerston as VP of Strategic Partnerships for what is now called Shift.

Shift offers open APIs for developers to make their software more collaborative — essentially creating a version of Open Graph for the enterprise so that actions within work-related applications can be shared with internal and cross-organizational teams. GraphEffect’s Facebook ad and page management software will operate on top of Shift.

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