The B2B brief will see the tech agency promote the tool to companies wishing to monitor online social media such as blogs and forums.
Axicom will also support Netemic chief technology officer Tom Quick and CEO Andrew Orchard by generating interest in iFeed among PROs, online editors and analysts.
Orchard said social media was a ‘poorly addressed and under-valued arena’, adding that brand reputations could be easily damaged on user-generated-content sites.
‘Recent corporate history is littered with examples of how social media has made or broken a brand image online,’ said Quick, citing a viral video of an exploding laptop that caused problems for Dell last year.
‘This medium can only grow in influence as its body of content expands,’ he added.