Dive Brief:

• Meshfire social media management tool is taking robot power and layering it with real-live social media experts in an effort to recommend best content for Twitter posts. 
• The tool utilizes Ember as its core intelligence and takes into account Klout scores, frequency of interaction, and users that interact rather than broadcast. 
• Meshfire was created from the idea that a tool should be created for smaller businesses overwhelmed by full-fledged social management software, but frustrated with the lack of features on tools like Hootsuite or Tweetdeck. 

Dive Insight: 

The cost and maintenance of full-fledged tools is unrealistic for many businesses—small or large—and a more middle-of-the-road tool could really take off. As long as Meshfire is able to deliver on its intent, other management tools could have some competition.