VerticalResponse acquires Roost to expand online marketing service for small business

Acquisition highlights the rising importance of social media management for online marketers.

Self-service online marketing firm VerticalResponse announced today that it has acquired San Francisco-based social media startup Roost.

A statement from VerticalResponse, also based in San Francisco, says the acquisition allows small businesses to "create, schedule, manage, and measure their social media marketing campaigns" on Facebook and Twitter.

According to the company, the additional service should also make it easier for users to "build and manage engaging customer relationships" by adding to its existing email and direct marketing services for small businesses.

VerticalResponse CEO Janine Popick says "The number of our customers who share their email marketing campaigns with their social networks has increased over 1,400 percent" in the past year, making this an important acquisition for the nearly 11 year old company.

Popick also says the company will begin offering even greater social media integration as the Roost technology platform is assimilated with VerticalResponse's existing services in the months to come.

Today's announcement follows closely on the heels of this week's news that VerticalResponse competitor Constant Contact is also expanding its services to manage and measure social media marketing.

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