It was announced today that Storyful and Weber Shandwick 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. 
 
"The rules of marketing and PR today favor 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."
 
Source: www.businessworld.ie