BuzzLogic Initiative Targets Specific Chat

Social media specialist BuzzLogic has launched an initiative to enable media companies to capture additional revenue from advertisers who want to reach audiences engaged in specific conversations.

The new 'BuzzLogic for Media Partners' platform identifies opportunities for advertisers based on how partner properties participate in reader-driven discussions.

It has been designed to identify like-minded authors across networks, categories and channels, showing how they connect around common themes. In addition, it enables advertisers to reach audiences as they actively explore topics, which the firm says allows advertisers to build brand affinity at a critical point in time.

The platform identifies partner inventory based on criteria such as reach, audience, demographics, conversation density and social activity around content. Through the tool, partner sites with high conversation relevance and influence will be made accessible to advertisers.

'All media is becoming conversational as authors reference each other's content and share audiences across platforms,' stated CEO Rob Crumpler. 'Our bread and butter has always been dissecting peer media and turning it into a marketing opportunity; now we're helping established media understand and benefit from their place in the conversation ecosystem.'

Founded in 2005, San Francisco-based BuzzLogic uses conversational media as a means to help brands more effectively reach their audiences.

Last year, the firm acquired blog retrieval firm Activeweave, to enhance its analysis of online influence, and to strengthen and grow its Conversation Targeting solution.

Web site: www.buzzlogic.com .