Two former competitors in the social technology industry — Madison-based Shoutlet and Austin, Texas-based Spredfast — are now on the same team.

Spredfast’s acquisition of Shoutlet was announced Wednesday morning. The sale price was not disclosed.

Aaron Everson, Shoutlet president and co-founder, said the companies will complement each other.

“Together, we’re going to be the dominant player in the social technology space,” said Everson, who will become general manager of Shoutlet’s Madisonfacility.

Spredfast looks at the Madison staff, Everson said, as a “group of employees that has a large amount of social DNA and experience in the space. We have a very strong product and engineering group here in Madison that we’ll continue to invest in.”

The companies help large corporations and other clients establish an online social media presence via 13 major social media platforms worldwide.

“We built a set of software that allows a big company to interact with thousands of their customers across all the social networks from a common set of software,” said Spredfast CEO and President Rod Favaron.

“The reality today is hundreds of millions of people hang out on LinkedIn, Twitter, Instagram and Facebook. Those people want to interact with the brands they do business with on those networks.They don’t necessarily pick up the phone and call you anymore when they want to talk to you. They’ll tweet at you,” Favaron said.

Shoutlet employs about 100 companywide, most at its facilities at 1 Erdman Place, Suite 102.

The Madison facility will become Spredfast’s newest development center. Spredfast also has facilities in San Francisco, New York, Minneapolis, Chicago, Washington, D.C., London and Sydney.

Products from both companies complement each other, Favaron said.

Ultimately, Shoutlet and Spredfast products will be integrated. Until that time, customers of one company will have access to products from the other, according to Favaron.

Spredfast’s 1,400 customers manage more than a billion social connections across 84 countries.

All five major broadcast networks and 50 percent of brand consultancy Intrabrand’s 2014 World’s Best Brands have partnered with Spredfast.

Shoutlet supports customers in 70 countries including 3M, Best Buy, Fox Sports, Hot Topic, 24 Hour Fitness, Canon and Norwegian Cruise Line.

Spredfast plans to add an unspecified number of employees to its Madison development center in the near future, Favaron said.

Spredfast started operations in 2008 while Shoutlet started in 2010.

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