Social media has transformed the marketing world, but most businesses find Facebook, Instagram, Twitter and the rest simultaneously exciting and frustrating. SOCI Inc. is using social data and technology to solve this problem. The two-year old startup was recently named a “COOL Company” by the San Diego Venture Group. Times of San Diego asked Afif Khoury, chief executive officer of SOCI, how his company is helping end the confusion and solve marketing challenges.

1. Why did you start SOCI?

The social media tools out there aren’t solving the real issue: content. There are plenty of schedulers and tools out there, but none of them are focusing on helping business owners publish high-quality, relevant content that actually gets engagement — and more importantly, affects their bottom line by being a valuable marketing tool. We created the MeetSOCI platform to enable everyone from business owners to social media managers to quickly find quality, proven content.