Social advocacy platform Extole Thursday closed a $7.6 million funding round from previous investors including Shasta Ventures, Norwest Venture Partners, Redpoint Ventures, and Trident Capital.

Extole said the additional funding will go toward growth and the acceleration of product and platform investments, adding that it has now raised a total of $29.6 million. Extole Chairman and Shasta Ventures General Partner Jim Barnett added:

Social media marketing is going through a fundamental transition. Marketers are shifting their focus from simply measuring social activity to driving measurable marketing return on investment. The power of word of mouth is critical to this shift, and we believe that Extole’s approach to social advocacy uniquely positions the company to drive the next wave of innovation in social marketing.