Listen to this articleSocial media management software provider Tracx has recently closed a $12.5 million funding round. Tracx remains the biggest aggregator of social data, monitoring over 1 billion social interactions daily. This means users get the true voice of customer and brand perspective due to its unique ability to pull in the most data and serve it up in the most insightful way.
Below is our recent interview with Jenifer Kern, CMO at Tracx:
Q: Who are the primary users of Tracx platform and what are some of the key challenges you are helping them solve?
A: Primary users of the Tracx platform are social media managers/directors, customer insights & analytics experts, community managers, and digital marketing leads responsible for optimizing social media revenue. Most users work for B2C companies, but we also serve B2B companies, nonprofits/associations, and agencies. Through Tracx’s unified social media management platform, we help users manage all their social media data, interactions, and analytics/reporting in one place — ultimately enabling companies to improve brand integrity, customer relationships, and influencer management through social media insights.
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Q: What is unique about Tracx and how does it stand out from competition?
A: Tracx captures more data than any other tool. We pull from not just social media networks, but also blogs, forums, and review sites, so you’re truly capturing the entire conversation happening about your brand online. Additionally, our platform then takes that data and makes it usable in a way that no one else does. We’re not just showing you a snapshot; we’re truly capturing the data, so you can filter, search, and drill down into any topic or individual post. This transparency of data helps users surface real insights about sentiment, share of voice, trends, audience demographic, and influencers — and then act on those insights in real time by engaging directly from our platform.
While most SaaS solutions tout tracking the “most social data”, Tracx remains the biggest aggregator of social data, monitoring over 1 billion social interactions daily. This means users get the true voice of customer and brand perspective due to our unique ability to pull in the most data and serve it up in the most insightful way. Many Fortune 100 companies rely on this data to make important business decisions, and they love the fact that we offer an open, flexible API that integrates with any of their internal systems.
Q: You’ve recently closed a $12.5 million funding round; tell us something more?
A: We had two VC companies participate in this round, Camden Partners and Edison Partners, plus our CEO Rick Rudman. The VC community views the social media space very favorably and is bullish about Tracx’s ability to rise to the top of the list as one of the best unified solutions for efficient social media management.
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Q: What are your plans for next six months?
A: Over the next six months we’ll be launching paid solutions for Facebook and Instagram, and also increasing our publishing capabilities with improved calendar functions, workflow processes, and topic builders.
Q: What new technologies are disrupting the social media space right now?
A: The social media space remains a crowded and complex segment of the market, with video, particularly live video streaming (like FB live) creating disruption and chaos for social media managers due to the difficulty tracking it, and reading sentiment. Even old-timer Snapchat continues to elude most marketers since posts aren’t permanent or easily tagged.
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