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logo_visible_technologiesBellevue, Wash. startup Visible Technologies announced it has raised $22 million in a fourth round of funding. The investment surely shows significant growth potential for social and digital media monitoring companies. It also suggests that big companies and brands might be starting to take out their wallets.

The ability to provide companies and brands with a way to monitor and measure is the stepping stone for them to take the leap of faith into social and digital media. While they may know that customers are having “conversations” about them, they want to make sure they have a good beat on who, what, where and when before they develop a presence on, say Twitter or Facebook.

Visible Technologies claims to have a strong data set in its TruCast platform, revolving around a listen, learn, engage and protect motto. The platform includes several additional solutions. TruPulse, an RSS feed web app, lets users listen to real-time discussions and determine influencers and activists. TruVoice, a set of response apps, allows the user to develop responses to any online conversations without having to leave the Visible Technologies platform. Finally, TruReputation is a set of services that helps you to maximize the positive information about your brand so it’s found by web searches.

Other social monitoring companies are working to strengthen their data sets as well. Yesterday, we saw two social monitoring companies Trendrr and Klout decide to share data to help strengthen each other’s platforms for users to better track trends and determine key influencers on the social web. Companies like Radian6 or Buzzlogic do the same type of analytic analysis and have similar solutions.

The funding was led by new investor Investor Growth Capital (IGC) and existing investors Centurion Holdings, Ignition Partners, In-Q-Tel and WPP. Financing will be used to strengthen it’s technology platform, discover news uses and expand into international markets. Added to a previous third round, Visibles Technologies now has a total of $34 million.


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