McIntyre joins from CBSi’s music group – which includes brands such as Last.fm and Radio.com – where he was senior vice-president.

Awe.sm allows clients to track the value of individual tweets, likes, and pins, as well as their effects on traffic, page views, and sales conversions.

The company’s co-founder Jonathan Strauss will step away from the day-today running of the startup and take over as head of product management.

Writing on the company blog, McIntyre said: “Within four years, brands’ social marketing spending will pass $11bn per year, $14bn will be spent in social commerce, and 50% of e-commerce will be referred by social and mobile posts. In the face of year-over-year declines in traditional media advertising, it isn’t an exaggeration to describe social as the future of advertising.”