New partnership to help businesses with social media engagement

Social media management firm Sprout Social has teamed up with media intelligence solutions company Meltwater, with the aim of helping businesses engage more intelligently with their audiences.

Insights from Meltwater 's media platform will power Sprout Social's social engagement platform and help find the right message to reach the right person at the right time, the companies explain in a statement.

"Deep insights can expose the path to influence and purchase and change the way decisions are made, not just in marketing or sales, but also across the organisation.

Jorn Lyseggen, founder and CEO of Meltwaer, says, "Meltwater's core expertise is to extract insights, and we made a strategic decision to partner with a top player for social engagement.

"We researched more than 100 companies and chose Sprout Social because it has one of the strongest social engagement products in the market with an unrivalled user friendliness," he says.

Earlier this year, Meltwater announced it invested $25 million and 100 man-years on reinventing their flagship media intelligence product.

Meltwater Buzz has been Meltwater's main social offering. Its listening functionality is now integrated into the new intelligence platform, and going forward it will leverage Sprout Social for social engagement.

Sprout's engagement tools help users discover, respond to, and interact across Twitter, LinkedIn, Facebook, Google+, and Instagram from one interface.

"Engagement through social channels is increasingly critical for brand success," says Justyn Howard, CEO of Sprout Social. "Our partnership with Meltwater brings world-class capabilities together to create remarkable customer experiences and further promote meaningful engagement."

Together with Sprout Social, Meltwater will offer three different packages – enterprise, team, and basic.