Unified distinguishes itself from that pack, which began and mostly continue to help brands manage pages and posts on Facebook and Twitter, by focusing on paid and earned media, as well as the breadth of social networks it encompasses.

FORBES: Unified Raises $14 Million to Expand Social Operating Platform

Companies now have to manage Facebook pages, wallposts, tabs on pages, Facebook ads, Twitter and LinkedIn updates.

FORBES: Connect

If you manage three pages or more you know it has nothing to do with engagement, content quality or anything else.

FORBES: No Brand Shakedown, Says Facebook--Here's How Page Posts Reach Fans (Or Don't)

In addition, many of its 15, 000 agents manage their own Facebook pages, she says.

FORBES: More on Social Media from Clara Shih, Founder of Hearsay Social

Wildfire enables companies to manage status messages, pages, advertising, promotions and analytics on a variety of social platforms.

FORBES: Google Targets Social Media Marketing With Wildfire Acquisition

Today, it started to remedy that situation with the acquisition of Wildfire Interactive, which brands such as Virgin and Gilt Groupe manage their social-media marketing, from placing ads to managing fan pages.

FORBES: Wildfire Acquisition Finally Adds Social to Google's Ad Business