In a move bound to pique the interest of forward thinking community managers everywhere, Falcon Social, a social media management platform that’s run out of Copenhagen, has announced a big funding injection for its profile-raising ambitions in the US.
The funding round is being led by German group Target Partners and aims to use the $8 million dollars slush fund to add functionality to the Falcon Social dashboard as well as expand its international reach. There’s no doubt there’s some pedigree here: Target Partners have a decent track record of quitting at the top, a hit list that includes energy company JouleX to Cisco in early 2013 and Scoreloop – a gaming group – to Blackberry in 2011.
And if that’s doesn’t raise eyebrows, then the question of whether a relative newbie can make head way against some of the bigger players certainly might. Tools that provide comprehensive social media workflow management (and enable enterprise to improve their management of social staples such as Facebook, Twitter and Linkedin) are becoming more popular as companies strive to capitalize on the targeted communication possibilities of social – and it’s a space that’s starting to fill up with options. After all, players such as Salesforce, Oracle, and even search giant Google, have bought up shares in social media management outfits like Buddy Media, Wildfire and Virtue.
The answer to whether Falcon can carve their own niche amongst the big boys comes down, according, to CEO Ulrik Bo Larsen, to innovation. Describing competitors as producing ‘frankensuites’, he went on to say that larger solutions do not provide the same level of integration as Falcon Social, hence the extra tier of complexity present for those social media managers and content managers who are trying to look after all their social media marketing from one platform. By way of a contrast, Larssen went on to draw attention to Falcon Social’s level of native integration and claimed that this factor more than any saw the company “win” when they bid against the opposition.
It’s not just the CEO that’s flying the flag either; board member David Carratt was keen to emphasize that the modern market is looking for modern answers: “The Facebook generation is doing social media marketing, and they won’t tolerate old tools. They want something that is integrated but is a great looking product.”
Stirring stuff, but where’s the evidence? Well, in the last year, Falcon have signed up some ‘stature’ brands such as Swarovski and Schweppes, so it looks like this is one space that’s definitely worth watching.