White-label social network developer KickApps announced the launch of version 3.0 of its online social media software Thursday.

“We’ve extended the universe of users in both directions,” CEO Alex Blum said. The new interface makes it possible for “even a small editorial staff to manage a very successful social media site … and hardcore developers can go self-serve.”

The company, which launched version 2.0 a year ago, currently powers more than 13,000 web sites and counts ABC Family, CW Television, Vibe magazine, and the Phoenix Suns among its customers.

Backed by SoftBank Capital and Spark Capital, the startup closed an $11 million second round of financing back in August. The company has no plans for future funding rounds.

Focused on the rapid launch of social media tools, the New York-based company has opened up its API to developers. The site has also added a dashboard that provides customers with real-time data on how their social network is performing and suggestions on how to grow it virally.

According to a recent Forrester Research survey, two thirds of U.S. online teens and 29 percent of adults visit social-networking sites monthly, and marketers are scrambling to get their brands in front of those eyeballs.

This demand has led to an almost overwhelming number of startups—including Palo Alto, California-based Ning (known for its consumer platform) and San Francisco, California-based Leverage Software—vying to be the platform of choice. The growing list of white-label social-networking platforms has become unsustainable and partnerships and consolidations are likely in the near future, said Forrester Research analyst Jeremiah Owyang.

For companies trying to reach a community within an existing social network, it may make sense to simply develop a presence on that particular site. However, there are advantages to developing social media features within a branded site, noted Mr. Owyang. For example, marketers are able to easily glean customer insight by essentially creating an online focus group; companies can lower support costs by developing a place for customers to support each other; and corporations can work with their customers to come up with product ideas, as in the case of Dell’s site, IdeaStorm.

While KickApps’ social media platform is great for creating widgets, the company could improve its community offerings with more discussion and content rating capabilities, said Mr. Owyang. “They’re letting information fly off the site, rather than getting people to stay and discuss.”