Former Edelman executive debuts blogger venture

NEW YORK: Former Edelman digital SVP Danielle Wiley is behind a new joint venture called Massive Sway that connects brands and agencies with women bloggers.

NEW YORK: Former Edelman digital SVP Danielle Wiley is behind a new joint venture called Massive Sway that connects brands and agencies with women bloggers.

Wiley's firm Sway Group, a management agency representing 25 mom bloggers, teamed up with social media consulting company Launched Productions to form Massive Sway, a network of 40,000 female bloggers. Massive Sway aims to help agencies and brands identify and develop programs with bloggers, while also offering monetization options.

Programs could involve brands creating content for blogs, live events and media tours, and videos, Wiley said.

After launching Sway Group in 2011, Wiley decided to branch outside the mom blogger niche to meet the growing needs of agencies and brands, she explained.

“One of the things we realized was that to help agencies and work closely with them, we needed to expand beyond this high-influence group. We were getting calls from agencies that needed to do more high-volume programs, some with regional specificity,” she said. “Sitting on the agency side, I saw it was a struggle to connect with bloggers. There are thousands of blogs out there, and it takes up a lot of time and eats up agency fees to research and make sure a blogger's appropriate for a program.”

Massive Sway's network includes female bloggers from sectors such as parenting, food, crafts, and technology.

“What makes bloggers so compelling as PR vehicles is they're amazing storytellers,” Wiley said. “We can work to match up brands so it's a natural fit.”

Wiley will continue to operate Sway Group. Prior to launching the firm, she was an SVP at Edelman Digital, where she worked for five and a half years.

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