The partnership aims to help marketers mitigate risk.

By MediaStreet Staff Writers

Storyful discovers, validates, and acquires social video for global media organisations. Weber Shandwick is a global communications and engagement agency. They have partnered to develop Cognitive Context, a digital content intelligence service.

As part of the joint effort, Weber Shandwick clients will have the opportunity to gain access to pre-viral social media content that is surfaced by Storyful with the same speed and accuracy that it has been delivering to leading newsrooms, including Buzzfeed, The Wall Street Journal, The New York Times, Vice and others.

Storyful’s content-mining technology and insights from its global team of former journalists combined with Weber Shandwick’s expertise in content strategy and communications will provide marketers and communicators with a new solution for fine-tuning social strategy, managing risk and informing content programs. The companies are also co-developing a custom reporting module that will make it easier for marketers to take action after receiving Storyful data and insights, exclusive to Weber Shandwick clients.

“Social media has fundamentally redefined how news, marketing and communications professional do their job and how audiences consume content. For the last seven years, Storyful has built the technology and expertise that modern storytellers have come to rely on to report the news, create innovative advertising solutions and mitigate risk in real-time. Our global team of journalists process billions of data points a day to find the insights and content that drive strategy and content creation for our partners. Weber Shandwick’s global scale and innovative approach to communications makes them an ideal partner to harness our capabilities and expand our best-in-class solutions to organizations and brands around the world,” said Rahul Chopra, CEO of Storyful.

“The rules of marketing and PR today favour those willing to continually understand how trending content surfaces, who is behind it and how that impacts news and social media conversations – it’s all interconnected,” said Chris Perry, Chief Digital Officer, Weber Shandwick. “This unique partnership with Storyful will arm us with the insights that make our planning, content creation and integrated media programs even stronger.”

Storyful’s access to and insights behind billions of social posts complement Weber Shandwick’s planning and data/analytics capabilities, expanding the data pool to derive intelligence for clients. In addition to informing campaigns and communications programs, this partnership will help organisations more rapidly adapt to the evolution of consumer interaction with news and branded content.