Cision adds social platform Falcon.io to its string of acquisitions
Social media management platform Falcon.io is being bought out by PR Newswire Cision.
As part of the acquisition, Cision will have access to Falcon.io’s social media listening and management suite and PR tools. Falcon.io, which is headquartered in Copenhagen but runs an office in London, will continue operating as a standalone offering, but will also be integrated into the Cision Communications Cloud.
Cision’s CEO Kevin Akeryod said that the addition of social publishing, engagement, analytics and audience development to his company’s platform will be useful for developing his company to become a leading earned media cloud platform..
He hopes that these capabilities will help Chicago-based Cision to compete with major marketing clouds, like Adobe or Oracle. He argues that these focus primarily on owned and paid media marketing, whereas Cision provides a platform for PR and social sharing .
This purchase is the latest in a flurry of purchases made by Cision. In 2014, Cision bought social media analytics firm Visible Technologies, followed by social media management platform Viralheat in 2015. Also in 2015, it bought PR Newswire for $841m.
In 2016 it added PRIME Research to its rooster, and last August it completed the purchase of Berlin-based visual content performance platform ShareIQ.