Facebook platform industry update: SHIFT launches marketing cloud with 12 partners; Adknowledge acquires SocialWeekend

Facebook Strategic Preferred Marketing Developer SHIFT today announced the SHIFT Open Marketing Cloud, a suite of applications from partners covering media buying, community management, social promotions, analytics and more.

The collaboration platform brings together apps from 11 other companies: Aggregate KnowledgeConvertroCuralateExpionFan AppzKenshooMoontoastOfferpopOptimal AnalyticsSocialFlow and The Trade Desk. SHIFT’s own social advertising tool, GraphEffect is also available through the stack.

SHIFT, which rebranded from its former company name GraphEffect in October 2012, 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. The company is positioning itself as an emerging alternative to marketing clouds like Salesforce and Adobe, which own all the applications they offer. SHIFT aims to be open and bring together tools from a number of different developers, taking a percentage of revenue that is generated from developers who sign up new users through the platform.

Adknowledge to buy SocialWeekend

Adknowledge announced Monday that it has agreed to acquire SocialWeekend Labs, which offers tools for app developers to acquire and retain users. Adknowledge also owns AdParlor, a Facebook ads and insights sPMD, which runs paid media campaigns several large app developers as well as brands. San Francisco-based SocialWeekend has also built its own Facebook applications in the past, such as Birthdays+ and Wisdom of the Buddha.

Tigerlily brings post insights to platform

Facebook pages and apps PMD Tigerlily last week introduced post-level analytics to its Insights platform. The product helps page owners understand the performance of their posts, letting them set goals, compare results and get actionable information to improve their metrics.

Moontoast hires

Facebook PMD Moontoast announced the following hires this week:

  • Ramzi Saba, VP of Engineering – former director of technology at Sapient
  • Kevin Metz, Sales Director for NYC – former national sales manager, east at Ampush