GraphEffect, a collaboration platform for social media marketers, announced that users will have access to its platform via the GraphEffect API. Collaboration platforms have gained greater adoption recently (e.g. Yammer, Podio, Chatter, e.g.). However, GraphEffect finds that the bulk of these platforms are designed for use within a single firm. GraphEffect Co-founder and CEO, James Borrow, argues that many projects require collaborative efforts between multiple companies and hopes that delivering GraphEffect's platform via an API will:
"disrupt the marketing ecosystem by building the platform that brings all the different parties together and helps marketers work together smarter."
Granting access to the platform through an API allows multiple companies to access the some collaboration tools, and integrate with third party tools and applications. Currently in beta, the API is available to a limited number of customers. Given their beta customer base includes the likes of American Express, Toyota, Estee Lauder, Clorox, and Samsung; developing a larger customer base after GA should not be an issue.
GraphEffect's original platform has won the attention of major players across multiple industries. From Disney to Land Rover, companies around the world have streamlined projects with GraphEffects simple, yet robust, user interface. GraphEffect recently raised an additional $12 million in funding and its popularity continues to grow inside and outside the startup community. Developers interested in joining the beta can request access at the developer site.