MediaFunnel: Social on Steroids

January 30, 2012

Formerly known as TweetFunnel, MediaFunnel was founded by serial entrepreneur Andreas Wilkins, and Steve Chipman, president of Lexnet Consulting. The namesake technology, originally developed by Cloud10Apps, is a social media management systems geared towards fostering team collaboration to effectively interact with customers and prospects over social channels. The organization is self-funded but is in the process of looking for additional funding.

MediaFunnel tackles the problem of coordinating the efforts of multiple (each with multiple social profiles), allowing a team of users to synchronize communications with customers and prospects over Facebook and Twitter. On the back end, the technology integrates with applications like Salesforce.com (which turns tweets into sales leads), Zendesk (which creates customer service tickets), Twilio (which allows users to post via SMS for alerts and both internal and external user postings), and YouTube (which lets users concurrently upload videos to YouTube while posting content to Facebook) to extend social interactions into traditional processes. The brand monitoring functionality for Twitter can track conversations based on keywords, mentions, and direct messages and includes search and pre-set alerts for social mentions and brand monitoring.

Adding workflow to managing a corporate social networking presence, MediaFunnel allows anyone across an enterprise to contribute content that can be reviewed, edited and then disseminated to a community via Twitter or Facebook, moving content creation beyond the social media team to everyone within an organization and outside with a guest posting feature. Contributors, who can submit material via e-mail or text, are assigned varying degrees of editorial control. The technology’s editorial review process helps companies control brand imaging and compliance.

MediaFunnel’s current architecture is based on Ruby on Rails, MySql and Amazon EC2 cloud services. Competitors include HootSuite, CoTweet, and Threadsy. Segments that may find the technology particularly advantageous include PR firms, consumer brands, mass media, and retailing.

Rita Safranek, Janaury 30, 2012

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Stephen E. Arnold monitors search, content processing, text mining and related topics from his high-tech nerve center in rural Kentucky. He tries to winnow the goose feathers from the giblets. He works with colleagues worldwide to make this Web log useful to those who want to go "beyond search". Contact him at sa [at] arnoldit.com. His Web site with additional information about search is arnoldit.com.