October 15, 2012
By Judith Aquino,

Source Metrics Releases Integrated Social Media Tool Kit

Source Metrics, a social marketing optimization and analytics provider, has launched a new platform designed to give marketers social publishing, campaign management, listening, and analytic capabilities in one solution.

In addition to letting users create and schedule posts for Facebook, Twitter, LinkedIn, and blogs, the Source Metrics platform can analyze the traffic to different landing pages, determine which campaigns and social media sites the clicks came from, rank mentions by reach, and categorize mentions by sentiment.

Source Metrics competes with Wildfire Interactive, which was acquired by Google, Sysomos, and Salesforce.com's Buddy Media and Radian6.

Founded in 2008 and based in Ottawa, Canada, Source Metrics is differentiated by its ability to provide "an integrated feature set and campaign metrics" across the key social marketing areas, according to Scott Lake, cofounder and CEO of Source Metrics and founder of the e-commerce app Shopify.

"There are products that perform well within one of the three functional areas [social publishing, campaign management, and monitoring]," Lake notes. "But they are data silos and…they don't provide any holistic knowledge about a social marketing campaigns' performance."

To do well, Source Metrics will have to prove itself against the all-in-one solution offered by Salesforce.com, which has combined several of its acquisitions in a new social listening, engagement, measurement, and workflow automation platform, Marketing Cloud.

Source Metrics raised $1.6 million this year in a seed round of funding and plans to roll out additional features, such as a landing page creator.