GraphEffect Launches New Social Marketing, Collaboration Platform

Santa Monica-based GraphEffect has launched a new product effort today, saying it has launched, a new platform which connects people across and within organizations. GraphEffect said its new platform also includes and API and connections into third party app provider, including Lettuce, Gradient X, HYFN, Kenshoo, and The Resumator. GraphEffect said that SHIFT helps develops make business software applications more collaborative, and includes such features as single sign in using OAuth and other collaborative workflow features. As part of the launch, the firm said that it has hired Adam Gerston as VP of Strategic Partnerships, and opened up a new Palo Alto office; Gerston was previously at Facebook, where he was working with that firm's Preferred Marketing Developer (PMD) program.