Spannerworks lets brands track online buzz

The programme uses Spannerworks' Core Principles of Social Spaces Framework, designed to help clients better understand brand and reputation management in an online environment, and learn how to retain and grow customer relationships on the web.

As attention and influence shift outside of a brand's immediate control, Social Spaces will help organisations to find the online 'spaces' where their brand is receiving attention.

This could be channels where they are interacting directly with customers such as their website or fan sites, or channels where their brand is being directly discussed such as third-party review websites or social media networks such as blogs and online communities.

The programme will encourage organisations to listen to the conversations that are taking place about them, and identify the issues that are important to their customers.

The bespoke strategy will vary for each brand, and will be monitored and refined over time. Spannerworks will help the brand to grow new online spaces for their audience that might include video, podcasts, blog functionality, user forums and high-quality editorial content.

Antony Mayfield, head of content and media at Spannerworks, comments: "With Social Spaces we've combined the lessons we have learnt in search and social media, into a programme that offers a truly strategic approach to brand building online. In today's new media environment, it's all about earning attention, not buying attention; marketing for people, not at people.

“We want to help organisations to fundamentally change the way in which they are interacting with customers online, and provide them with a communications strategy that can evolve in line with the web."

Spannerworks is owned by iCrossing.