Buddy Integrates Social Marketing Management, Ad Buys - InformationWeek
Mobile // Mobile Applications
05:45 PM
Connect Directly

Buddy Integrates Social Marketing Management, Ad Buys

Social marketing specialist Buddy Media adds a social ad manager, based on the acquisition of Brighter Option (now BuyBuddy).

Facebook Apps In Action
Facebook Apps In Action
(click image for larger view and for slideshow)
Buddy Media is adding a social advertising management platform to its suite of tools for managing marketing pages and profiles on Facebook and other social media sites.

The new BuyBuddy product is based on Buddy Media's acquisition of Brighter Option in February. BuyBuddy handles the purchase and placement of ads on Facebook, automating the process for advertisers and agencies.

"From what we can tell, it's the first time anyone has had a social media management system fully integrated with an ad system," Buddy Media CEO Michael Lazerow said in an interview. "Long term, you have to have it integrated," he added because Facebook is moving toward a vision of marketing in which "the ad is the content and the content is the ad--you post to the Facebook page, and then you amplify that post with an ad." Lazerow discussed the significance of the news in a blog post earlier this week

[ Are you where you need to be? Which Social Network Makes The Most Business Sense? ]

"It was kind of becoming apparent that having publishing tools and an ad platform in the same product was the model going to win," agreed Peter Goodman, founder and CEO of Brighter Option (now BuyBuddy). Facebook's direction of treating advertisements as stories and part of the social conversation only makes it more obvious, he said.

Beyond rebranding the Brighter Option technology as BuyBuddy, Buddy Media has integrated the software with its social media management platform so that data can flow between the two. That means advertisers can identify the content that is getting the best reaction from the social media audience and further accelerate that momentum with complementary advertising, Lazerow said.

BuyBuddy will be available independently of other elements of the Buddy Media suite, but its greatest potential will be as part of the suite, Lazerow said. Users who sign into the system to manage marketing content will be able to recognize when a piece of social content is getting attention and "click on a button that says 'promote the post' and with three clicks buy the ad, all through the same interface," he said. Advertisers who rely on an agency to make those buys will also be able to grant agency contacts accounts on the system, with permissions that limit them to only those parts of the system they need to access to do their jobs, he said.

Follow David F. Carr on Twitter @davidfcarr. The BrainYard is @thebyard and facebook.com/thebyard

The Enterprise 2.0 Conference brings together industry thought leaders to explore the latest innovations in enterprise social software, analytics, and big data tools and technologies. Learn how your business can harness these tools to improve internal business processes and create operational efficiencies. It happens in Boston, June 18-21. Register today!

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
Newest First  |  Oldest First  |  Threaded View
David F. Carr
David F. Carr,
User Rank: Author
5/3/2012 | 1:52:37 PM
re: Buddy Integrates Social Marketing Management, Ad Buys
I wonder how the Buddies will deal with this:

Register for InformationWeek Newsletters
White Papers
Current Issue
Top IT Trends for 2018
As we enter a new year of technology planning, find out about the hot technologies organizations are using to advance their businesses and where the experts say IT is heading.
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll