Fresh Tracks is the vision of former CEO of Visible Technologies, Adam Selig. He recognized that the wild west days of social media were coming to an end, and that companies are now looking for true business results if they are going to continue their commitment to social media.

Adam had the privilege to lead Visible Technologies when the idea for a social media listening platform (which came to be called TruCast) was still on a napkin. At that time blogs we just starting to get noticed, and people were just starting to understand how this medium could radically change the social dynamic. This was before Facebook, Twitter and even YouTube. Our team had a bold vision to create a technology platform that allowed companies to consolidate online conversations and improve business intelligence through better understanding the consumer voice. In addition, we were years ahead of anyone else in the marketplace in building technology that facilitated direct engagement with consumers in online communities.

What we earned with that vision was the right to work with many early adopters. Companies like Dell and Microsoft led the way, and together, we learned together the dos and don’ts of social media engagement. There were many successes and just as many mistakes. We able to take those life lessons to other companies, like Sprint, Campbell’s, Xerox, J&J and many others. In doing so, we found ourselves to be not just a technology provider but also partner helping those companies learn how to listen, learn and engage in social media.

Eventually, we saw a need for more in-depth advisory services and greater dedication to customizing social media measurement for the individual business and business unit. And so we built Fresh Track Advisors,

The business is dedicated to taking an independent view of trends, technologies and best practices, and customizing a solution that meets the specific business needs of our clients. We attract talent that has a unique blend of social media, consulting and technology experience. And it is this special combination that allows us to consistently deliver innovation for our clients. In addition, we have partnered with some of the leaders in communications and technology to bring a comprehensive perspective to all engagements.

Here is a little more about a few of our team members and key partners:

Adam Selig

Adam Selig is an experienced, international executive who for over 20 years has been helping companies create innovative solutions and utilize leading technology in their communication efforts. Prior to Fresh Track Advisors, Adam Selig was the CEO of Visible Technologies. As part of the original team behind its social media listening software, he helped define the listening platform industry. He worked closely with Dell, Microsoft and other early pioneers to lay the groundwork for how companies listen, learn and engage in online communities. Prior to Visible Technologies, Adam was CEO of Broadstreet, an experiential communication company that delivered events, video, digital and learning solutions to many of the Fortune 500. Over the years, Adam has been responsible for building an array of new product offerings, opening offices (both domestically and internationally), making key acquisitions, and successfully implementing them into existing business. Before Broadstreet, Adam worked as a Certified Public Accountant at international accounting and consulting firm Ernst & Young, LLP. He received a B.S. in Accounting from Binghamton University and earned MBAs in Business Administration from Columbia University and the London Business School.

Paul Wittenberg

Paul has been in and out of consulting for more than 20 years, and during this time he has helped clients find ways to take new technologies and apply them to further their business mission. He ran the e-business practice for IBM in Northern California during the dot com boom. He has seen many companies struggle to understand and apply new technologies to help their businesses compete and succeed.

Today he is focused on building a foundational structure that organizations can use to apply social media technologies to compete in the market. Waiting for these technologies and business constructs to mature means that you are giving your competition either time to catch up, or just leave your business in the dust.

Visible Technologies

Visible Technologies moves beyond social media monitoring to realizing business improvements through insight and engagement. We believe socially-enabled consumers wield unprecedented influence. Communicating at internet scale and velocity they have the power to drive loyalty and profits.
www.visibletechnologies.com

X-Graph

XGraph provides Audience Buyers and Sellers with Connected Audience Marketing™ solutions to identify and target high-value custom audiences who share similar lifestyles, values, and purchasing habits. XGraph’s founders pioneered the first ever socially targeted online ad campaigns in 2006, based on their insight that the best marketing prospects can be identified and magnified by graph-based targeting methods. XGraph is led by industry experts in online advertising and PhDs in organizational behavior and mathematics. Together they have combined insights and tools from the fields of sociology, mathematics, and computer science to develop Connected Audience Solutions™ for optimal and scalable ad delivery.
www.xgraph.com

Foci Group

FOCi Group is a management consultancy specialized in building digital policy and practices for your global corporate community. We help establish enterprise-wide digital competence in a timely and responsive manner while addressing the immediate performance of individual brands. FOCi Group has operational influence across the organization, encompassing the emerging needs and requirements of Brand Marketing, Corporate Communications, Public Relations, R&D, Procurement, Human Resources, Research, and Legal departments. The result is enterprise-wide policy agreement which also accommodates immediate, real-world needs. www.focigroup.com

Lumentus

Lumentus provides strategic, results-driven communications solutions backed by experience, research, innovative technology and unparalleled expertise with both traditional and social media. Partners combine executive management skills with complete fluency in the full spectrum of media. Their unique approach that fully integrates all media disciplines to achieve client goals with precision and impact. Both public relations and advertising techniques are blended to ensure client success. Lumentus utilizes sophisticated media and demographics research which is leveraged through proprietary technology to ensure messaging and audiences are scientifically determined. Stakeholders are scientifically defined to guarantee targeting of crisis communications and reputation management to supporting the launch of new initiatives. www.lumentus.com