NEW YORK: Edelman has partnered with RSS platform company NewsGator Technologies to create "Hosted Conversations," an online marketing system that will provide news content and allow reader feedback.
"Our technology provides a lot of editorial tools to pick the best content around any topic," said J.B. Holston, CEO of NewsGator.
The service, which launches December 18, will be available - but not limited - to Edelman clients, giving them entry into new-media tools, such as social networking and blogging. Visitors to a Web site can click on the client's "conversation" or ad, view the content, and will be able to write comments that will be reviewed by a moderator and posted within the ad. Items included may be audio, video, or text.
"As opposed to a client or marketer creating the message, the people are creating the message and participating in the conversation," said Rick Murray, president of Edelman's me2revolution.
Holston said NewsGator expects heavy interest with a goal of enlisting 100 clients in the first year. Edelman expects the first client to go online in mid- to late January.