• by Ray Schultz , February 11, 2022

Digital experience cloud Piano has acquired SocialFlow, a social distribution and marketing platform for media companies, Piano announced on Thursday.  

The cash purchase will result in Piano acquiring 100% of SocialFlow's shares. Funding was provided by Updata Partners, Rittenhouse Ventures and Sixth Street Partners. The price was not specified.

Combined with Piano’s platform, SocialFlow enable social media teams to produce engagement across multiple accounts and determine how content is driving revenue, Piano says. 

The goal is to "help organizations bring data together, make it available in real time and leverage it effectively to fuel both analysis and targeting," says Trevor Kaufman, CEO, Piano. 

The addition of SocialFlow will facilitate creation of “connectors between social media and the on-site user journey,” Kaufman adds. 

SocialFlow facilitates posts across more than 10,000 social media accounts with 2.7 billion followers, the company says. Its client roster includes The Associated Press, the BBC, CNN, Condé Nast, NBC, The New York Times, The Wall Street Journal and The Washington Post.

Houlihan Lokey served as the exclusive financial adviser to Piano on the transaction, while Macquarie served as exclusive financial adviser to SocialFlow.

Piano acquired Norway-based Cxense in 2019, and France-based AT Internet in 2021.