Addvocate, The Startup Led By UserVoice Co-Founder Marcus Nelson, Hires The YourTrove Team

Addvocate, a startup offering tools for businesses to encourage social media advocacy in their workforce, has hired the team behind social search service YourTrove. The two companies were working on somewhat related problems. Addvocate provides a system for pushing shareable content to employees while they're actually using services like Twitter. In other words, it replaces the email where someone has to ask, "Tweet this please!" which usually gets a disappointing response. YourTrove, meanwhile, was building a search engine that worked across users' social network accounts. However, Addvocate CEO Marcus Nelson (co-founder of UserVoice and former head of social media at Salesforce.com) told me that he didn't acquire YourTrove's technology, just the team.

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