GraphEffect Rolls Out API, New Release

In an outreach to developers, Santa Monica-based GraphEffect, the developer of social marketing software headed by James Borow, is announcing today that it is opening up an API to its platform for developers. The firm said that its platform APIs, which will be initially available to select developers, will allow developers to build additional tools on top of the company's platform for managing social marketing. GraphEffect said the API is part of a new release of its platform. The company's software is used to help marketers work together on social marketing efforts. The firm is venture backed by Lerer Ventures, Thrive Capital, Founder Collective, Rincon Venture Partners, CrossCut Ventures and Baroda Ventures, and counts American Express, Toyota, Estee Lauder, Clorox, and Samsung among its clients.