Online marketing services firm Datran Media has released StormPost 4.0, an expanded version of its StormPost platform that includes social media assets.

The updated platform merges Facebook social marketing tools with analytics and ad inventory management enhancements in a move to aid marketers to combine e-mail and database marketing with social media. With StormPost's Facebook tool, marketers can send personalized mass communications to social media content subscribers.

“We've found that there are folks who spend a lot of time on Facebook and do a lot of messaging there,” said Dave Hendricks, VP of marketing and strategy at Datran Media. “So we wanted to build a tool that would give marketers the opportunity to message there. It works great since Facebook is based on e-mail addresses and accepts messages from outside systems.”

While it is still early to say who will adopt this technology, Datran Media client Lionsgate, a film production company, has expressed interest in the product.

Other enhancements to StormPost 4.0 include upgrades to its user interface, trend-based reporting and inventory management features.