Keeping Tabs on the Multilogue

It’s no secret that social media has forever changed the PR landscape. As professionals that are paid to keep tabs on “influencers” and “plant” stories with news outlets and bloggers, it can very cumbersome to manage that ever-expanding Rolodex of contacts. What’s even more difficult is managing those relationships across a network of PR professionals as deep and as experienced as MS&L and keep track of content written by those influencers.

Well today, that process got a heckuva lot easier with the launch of our proprietary social media tool called the Multiloguer.

MS&L Digital, our team located in Ann Arbor, Michigan, created the Multiloguer as an outcome of our agency’s point of view on how communication has shifted from operating as a monologue, to a simple dialogue, and has emerged into a multilogue with multiple conversations and participants taking place at any given time. This digital discourse requires proper management of messages with credibility and context, which the Multiloguer delivers.

From the press release, the Multiloguer provides:

1. Influencer relationship management: The tool covers more than 10,000 influencers in 28 industry and topical verticals, on eight major social media platforms – in nearly 20 countries. With the proliferation of digital techniques and the need for speed and rapid response in dealing with the media, MS&L developed technology that combined the agency’s growing influencer relationship catalog with an innovative management process.

2. Influencer measurement: The instrument measures new media results and quantifies both campaign-specific online conversations and broader online conversations about brands or topics. It consists of an algorithm that allows MS&L to calculate success with each influencer through an Impact Score that is generated based on the comments, trackbacks, and page views to show how far the reach is for a particular blog.

3. Online media monitoring: The tool also tracks online outreach campaigns and delivers monitoring reports directly to the client via a dashboard that automatically generates traffic data for blogs and instantly exports results to show the ROI on outreach.

In simple terms, the Multiloguer helps us manage influencer relationships as well as monitor and measure their content. It keeps both the agency and the client on the same page in terms of who we’ve pitched, who has written, what they are writing about and helps us develop strategies to keep driving the conversation.

From Jud Branam, the managing director of MS&L Digital:

“The Multiloguer builds on the agency’s history as an innovator in the online community. No other PR agency or digital communications firm has a tool quite like it. The Multiloguer not only lets us track who the truly powerful influencers are, it allows us to more effectively manage those valuable relationships and measure the success of our new media outreach. The combination improves efficiencies among our teams worldwide and ends up improving our client service in this critical space.”

The take away from all of this? The Multiloguer is a great tool for any social media campaign because it ensures that the team is leveraging the right relationships to get the biggest bang for our client’s buck. The best part is that the tool keeps the client up to date in real time – something that’s critical for monitoring a social media campaign considering how fluid the “conversation” can be.