GraphEffect, a Santa Monica-based startup that connects marketers, has debuted a new social network for marketers, and opened up their API to developers.

The collaboration platform is targeted at brands, media buyers, and creatives who work in digital media and advertising campaigns, providing an interface with tools that help simplify the planning and creative process.

GraphEffect

GraphEffect’s platform creates a social network for marketing organisations to work together on a variety of functions including planning, content creation, analysis, social advertising and more.

The platform allows marketers to see a feed of recent activity from people in their groups and updates about their ad campaigns, including file sharing.

Groups can be created for different teams and projects with their own streams of recent activity, where users can then flag any item for follow-up, leave comments or create a people-specific 'sidebar'.

“Our goal is to disrupt the marketing ecosystem by building a platform that brings all the different parties together and helps marketers work together smarter,” said GraphEffect's chief executive and co-founder James Borow in a statement.

Facebook Origins

GraphEffect was originally founded in 2010 as a way to help advertisers leverage Facebook marketing, but as social advertising trends towards content creation and sponsored stories distribution, the company introduced collaboration software for social marketers.

The software assists Fortune 500 brands and agencies, including Walmart, Samsung and GE, to manage their campaigns and Facebook pages, analyse content, turn that content into ads, and optimise their ads.

“We’ve come to realise that not only can you use GraphEffect for people to work together on Facebook advertising, but if people begin building on top of our API, people can collaborate on anything, can use it work on anything.

“We think ultimately we have an opportunity to build a social network for marketers to make their lives incredibly efficient and really help them stay on top of what is becoming a very complex world,” Borow said in a recent interview.

Evolving

GraphEffect is free to use, with charges applying for individual applications such as Ad Manager app.

By opening up the API to all developers, the company is hoping to soon add more apps for marketers.

Take a test drive of GraphEffect and request an invite click here.

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