Lithium creates websites and online forums for the customers of firms including Sony, BlackBerry, Best Buy and PayPal.
Users of these brands’ sites are provided with exclusive access to information and rewards through Facebook, Twitter or a company-branded website.
Headquartered in Emeryville, California and with offices in London and Zurich, Lithium helps build what it describes as ‘brand nations’ – an engaged community of customers.
The move to appoint Edelman comes as the firm looks to increase its presence in Europe with new hires and a renewed focus on the UK market.
Lithium international vice-president Bruno Teuber said: ‘Aligning ourselves with a successful global agency will help us strengthen our position in the marketplace.’
Edelman’s remit will be to educate both in-house and agency marketers about Lithium’s services to help them listen to customer conversations and respond to them directly.
Edelman technology MD Cairbre Sugrue said: ‘There is a lot of talk on how businesses will address the critical need for social customer strategies. Lithium is one of the few vendors with the technology and expertise to help brands navigate the complexity of engaging with customers.’