Two more social software companies announced integration with Facebook page publishing and ad management tools this week on the heels of news that Buddy Media acquired Brighter Option to offer a platform that combines paid, owned and earned efforts.

Wildfire partnered with Adaptly on Monday to add social advertising capabilities to its suite of page management and promotion applications. Now today GraphEffect launched a new version of its social media management platform to establish more of a link between marketing and advertising, combining the Facebook Ads and Insights APIs.

These changes, like what Buddy Media has done with Brighter Option, allow businesses to see how their Facebook posts are performing and then easily choose which to amplify as paid page post ads. This is likely to encourage brands to begin prioritizing content creation ahead of traditional advertising.

We expect social media software companies to continue to consolidate. As social media marketing efforts become tied with paid advertising campaigns instead of being standalone efforts as they often have for the past few years, companies are going to be looking for a single software solution to help them manage it all. However, we can see how things might get complicated for brands that work with different agencies that use different software. These platforms will have to find ways to differentiate themselves and make it easy for brands and agencies to know which is right for them.