On the heels of the $689 million and reported $300 million acquisitions of Buddy Media and Vitrue, smaller competitors are seeing investment dollars stream in. Besides the $15 million raised by Shoutlet, social marketing shops Unified and Identified today announced receiving funding of $14 million and $21 million, respectively. Unified landed $1o million from Conde Nast-owner Advanced Publications, with Silicon Valley Bank chipping in $4 million in debt financing. The company helps brands and agencies run online and mobile campaigns on social properties like Facebook, Twitter, YouTube and StumbleUpon. Clients include Microsoft, Nestle, Horizon Media and Samsung.
Identified’s $21 million came from a second-round venture funding led by VantagePoint Capital Partners and Capricorn Investment, with prior investors, such as Tim Draper and Innovation Endeavors, also participating. Identifed operates a professional networking site that users connect to their Facebook account. With 10 million members, the service aims to transform career development into a game-like experience.