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Social media marketing startup Wayin says it has raised a new $13.1 million funding round.

Denver-based Wayin — brainchild of Sun Microsystems co-founder and ex-CEO Scott McNealy — says it’ll use the money to “further innovate its social analytics and display solutions.”

Wayin helps brands, sports organizations, and broadcasters aggregate, display and analyze social conversations from Facebook, Twitter, Vine, and Instagram. The company’s clients can create unique displays featuring polls, videos, trending topics, heat maps, counters, and general aggregated content around an event, topic, or hashtag.

Wayin is one of the few companies that has access to the “Twitter firehose,” meaning that it can work with every one of the billions of tweets published on Twitter every day in real time. The company also has access to a similar information flow from Facebook and access to images on Instagram as well as to videos from Vine and YouTube.

U.S. Venture Partners led the funding, with returning backer Silicon Valley law firm Wilson Sonsini Goodrich and Rosati throwing in. Wayin has now received a total of $33.1 million in funding.

“We believe Wayin is providing unique value as one of the only companies with the enterprise-grade experience required to succeed with a truly big-data approach to social intelligence and commerce,” U.S. Venture Partners general partner Rick Lewis said in a statement.

The company says it experienced approximately 300 percent growth in 2013, driven by high-profile clients in the U.S., Asia, and Latin America. Wayin’s clients include The Weather Channel, LG, and MTV Latin America.
“This is a seminal moment for Wayin and we are honored to have such tremendous support from our existing investors as they doubled down on us,” said Wayin CEO Elaine Feeney Wood in a statement.

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