Public relations management firm Cision has acquired Denmark-based Falcon.io, as it looks to expand into social media marketing. The terms of the deal have not been disclosed.

Falcon.io enables brands to create, manage, and analyse their social media content. The platform will continue to operate independently, while also being integrated with the Cision Communications Cloud, expanding social media capabilities to earned media and communications professionals.

“By adding their [Falcon.io] social marketing solutions to the Cision portfolio, we are finally allowing industry professionals to execute sophisticated social media campaigns across paid, owned, and earned media that spans the entire customer journey,” said Kevin Akeroyd, Cision CEO. “Falcon.io will round out our vision for holistic earned media management that includes not only engagement on broadcast, print, and open web/mobile media channels, but social media as well.”

Ulrik Bo Larsen, Falcon.io founder and CEO, added: “Cisions earned media management vision and leading comms technology is very synergistic to the Falcon vision of offering best in class technology to streamline an array of related social media and customer experience use cases on one strong technology platform. Together, we will provide our customers with an unparalleled, complete communications solution.”