Edelman Partners with RSS Firm to Create "Hosted Conversations"
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Edelman Partners with RSS Firm to Create "Hosted Conversations"

NewsGator Technologies, an RSS platform company, has forged a partnership with Edelman to market a new, jointly developed product that combines hosted, topic-based communities and dynamic conversational advertising with aspects of social media.

Paul Holmes

DENVER—NewsGator Technologies, an RSS platform company, has forged a partnership with Edelman to market a new, jointly developed product that combines hosted, topic-based communities and dynamic conversational advertising with aspects of social media, including RSS, commenting, blogging and rating.

The topic-based communities, called “Hosted Conversations,” will offer brands the opportunity to sponsor moderated conversations on topics uniquely relevant to their products. The communities will include aggregated RSS feeds featuring the best content hand-picked from the news media, blogs and other social media. Each site will be hosted by an expert on the topic, and allow visitors to join the discussion by commenting on the host’s posts, and by publishing their own posts on a separate blog.

“There is no shortage of information and opinion on virtually any topic online,” says Rick Murray, president of Edelman’s me2revolution. “By aggregating all the feeds on a topic, and then manually reviewing and editing out all but the most substantive posts, the end result—a Hosted Conversation—delivers better information to the people interested in that topic faster than they could possibly do it through a typical feed or manual search, and then it allows them to join a discussion on that topic with our expert, and /or with people just like them.”

Sponsors will be able to buy topical ads that function as embedded widgets on a site, branded with their product’s logo and messaging. The ads will contain continuously updated RSS feeds from outside sources containing news, opinion and other topical content, which website visitors will be able to read, comment on and rate.

“Adding relevant content to online advertising in order to stimulate conversation around a brand opens up a new dimension to the medium: a full-service offering utilizing technology and interactivity to create enhanced brand recognition, relevance and familiarity,” says NewsGator CEO J.B. Holston. “This initiative is a testament to the value that RSS interactivity can provide not just to advertising, but to other forms of media as well.”

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