The tool distributes client content to traditional and social media channels with mechanisms to drive traffic back to a client's website.
It is designed for single-issue campaigns about six to eight weeks in duration, said Patrick Ward, CEO of 104 West Partners.
Ward said the agency also wanted to create a tool that brings more measurability and predictability to client campaigns, particularly as it relates to social media. “We'd sometimes have these social media gurus who'd come into client engagements and say, ‘Just start blogging, just start tweeting',” said Ward. “I never understood that. It's like putting the content cart before the strategic horse.”
104 West Partners integrated the product into existing clients' traditional PR programs during a three-month pilot stage, added Ward.