Total Merchant Services announced today that it has acquired Fanminder, a social and mobile marketing company based in San Francisco.

“Merchants are demanding more, and our industry can no longer strictly sell on price and service,” says Joe Kaplan, CEO of Total Merchant Services, in a Jan. 8 press release.

As a mobile marketing platform, Fanminder allows business owners to design promotional offers to Twitter and Facebook, send them through email or text message or publish them to their websites.

“Now our sales partners can provide merchants with strategies for driving social media promotions to help grow their businesses,” Kaplan says. “This results in more meaningful customer engagements through digital offers, quickly distributed through social media networks and mobile devices.”

Fanminder’s dashboard also tracks customer redemption of the promotions.

“We built our company to provide merchants with a turn-key system for producing engaging promotions that drive the success of their businesses,” says Paul Rosenfeld, co-founder and CEO of Fanminder, in the press release. “We see many synergies between our offering and Total’s current services.”

This acquisition runs parallel with growing trend of payment companies looking to social media and the data it accrues about consumers to better target offers and increase sales. For example, Swipely aggregates data not only through consumers’ social media platforms, but also on weather patterns, for retailers. Moxie Software Inc. recently created Engage+ app, which aggregates data from Facebook to alert merchants when consumers that may be interested in their brand sign in.

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