GraphEffect Revs Facebook Ad Management Platform

Santa Monica-based GraphEffect, the developer of social marketing software which helps advertiser manage their advertising on Facebook, said this morning that it has launched a significant update to its platform. The firm--which is headed by James Borow--said its new, GraphEffect 2.0 software includes features to help brands identify "engaging and valuable content" on Facebook, turning that content into paid ads; tools to help determine how to make ads more viral; and a feature for recommending target audiences and creative version of ads. GraphEffect's software is used by brands and agencies to build, track, optimize, and report on Facebook ad campaigns. The firm is venture backed by Lerer Ventures, Thrive Capital, Founder Collective, Rincon Venture Partners, CrossCut Ventures and Baroda Ventures.