PR software provider Cision has acquired social media management and anlytics platform Viralheat to boost its social offering.
The six-year-old, venture-funded company turned to the large enterprise market in 2013 under CEO Jeff Revoy, helping companies manage social media accounts, interactions and content, as well as measuring impact. It has also ventured into predictive analytics.
Cision said Viralheat’s technology will be available to US customers immediately and Revoy, along with co-founder Raj Kadam and Vishal Sankhla, will join Cision’s senior executive ranks under CEO Peter Granat.
Revoy is a former CMO of iContact, which was acquired by Vocus in 2012. Vocus and Cision merged last year.
When executed properly, PSAs have unique staying power and register with the viewer on a much different level than mere ads trying to sell something, explained 4media group chief client officer Laura Pair at the Mid-Atlantic MarCom Summit Oct. 9 in Washington, D.C.
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SaaS platforms now allow businesses to effectively manage and execute their own PR campaigns, putting pressure on agencies to demonstrate the value of the “traditional” PR model.
