NEW YORK: MSLGroup has teamed up with word-of-mouth marketing service SocialChorus to launch an influencer relationship management product.
The platform allows users to target influencers, share content with them, and track interactions by using SocialChorus' cloud-based, social word-of-mouth marketing platform and MSL's consulting services.
“MSLGroup has a long heritage in influencer marketing. This is building on that, bringing new technology to the mix and allowing us to reach more people and niche communities in ways that can drive significant engagement,” said Stephanie Agresta, global director of social media and digital at MSL.
The agency unveiled the IRM product Saturday at the South by Southwest Interactive festival in Austin, TX. It is available as a standalone offering or as part of social media programs for clients, Agresta said.
After logging on to the platform, a brand can upload materials for influencers, see their activity, and review metrics. Influencers using the product can access customized brand content such as articles, videos, or graphics.
“Part of it is online content, but the best influencer relationships are driven by personal relationships,” Agresta said. “The key is identifying the right influencers to work with, understanding the right messages and content to share both with your influencers and their audiences, and being creative about how you bring the relationship to life.”
The IRM product expands on MSL's Social Hive global social media practice, the firm said in a statement.