NEW YORK—Ketchum is partnering with a leading social networking expert to help clients accelerate the movement of opinions, ideas and actions across social networks. The exclusive partnership with Rob Cross, author of The Hidden Power of Social Networks and a professor at the University of Virginia, is designed to help Ketchum identifying and energize the connections and influence of individuals within social networks.
Cross also leads The Network Roundtable, a consortium of companies and experts focused on social networking, housed at UVA.
Ketchum says the partnership will give the firm and its clients a highly precise methodology for mapping networks of influencers. The approach, proprietary to Cross and UVA, will be used by business units at Ketchum that already specialize in targeting and leveraging connections within networks. Including the Stromberg Consulting unit, which focuses on change management and employee engagement; Zocalo Group, which helps brands drive sustainable word-of-mouth; and Ketchum Global Research Network, which provides research and measurement services to many of Ketchum's multinational clients.
“As the public relations industry evolves, social network engagement will enhance our work in change management, brand marketing and corporate reputation building,” said Rob Flaherty, senior partner, Ketchum. “Combining Ketchum’s resources with Rob Cross’s expertise gives clients deep insight into the networks of influence that matter to them.”