Social Advertising Startup BuzzLogic Tries A New Business Model, Raises $7.8 Million

BuzzLogic says it is no longer an online monitoring company, and that it has pivoted to an “online media company that improves brand metrics and ROI through its media index and analytics platform”. I’m not quite sure what that means, but investors seem to believe in it.

BuzzLogic this morning announced that it has secured $7.8 million in a Series C round of funding led by Bridgescale Partners and joined by Adams Capital Management, investment banker Bob Colman, Bridge Bank (which provided debt funding) and others.

The funds will be used by BuzzLogic to introduce “new advertising products for today’s social and conversational web”, and to expand the company’s sales force.

BuzzLogic CEO Dave Hills attempts to explain what it is they do:

“BuzzLogic is a very different company than it was two years ago and growing revenues greater than 50 percent a quarter proves that.

Before we were helping brands understand what consumers were saying, now we’re helping brands engage with the consumers by activating media for them. Before we were listening. Now we’re listening and engaging at huge scale.”

So if I’m reading this correctly, they went from social media monitoring company to blog advertising network to a conversational media activator. I have no clue what that means either, but BuzzLogic says it basically wants to help large brands reach consumers online. Which I figure used to be called Internet marketing.

To date, BuzzLogic’s funding totals $28 million.