For the creators of the social media marketing platform Zoomph, necessity certainly was the mother of invention. After the US Department of State asked Zoomph's former parent company, MetroStar Systems, for a tool to track the social media conversations around speeches by Pres Barack Obama and then-Secretary of State Hillary Rodham Clinton, the initial team discovered it was unable to find any existing services that would work to its specifications. The tools it could find only contained bits and pieces of what it needed, which would have required the team to pay for multiple subscriptions and use only small portions of each service. But Zoomph doesn't want to appeal solely to the bigger brands with defined marketing strategies. The company has also had success with small and medium-sized businesses that haven't thought much about social media and marketing.
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