Hearsay Social is the brainchild of Clara Shih, known for her New York Times bestselling book about using Facebook as a marketing platform, The Facebook Era. The company has created tools to let corporations monitor what their employees do on Facebook and Twitter and then train those employees to send out brand messages at a local level.
That human touch on a local level can get customers more engaged with a product, Shih told VentureBeat.
Roughly 65 percent of Fortune Global 100 companies have invested in a Twitter presence, and 54 percent have a presence on Facebook, according to Burston-Marsteller Communications. And 73.5 percent of chief marketing officers cite social media as a top business priority. Hearsay Social essentially shows them what they can do.