LinkedIn Partners With Startup to Curate Content for Brands

Rallyverse develops client-specific social posts from the best of the Web

More usually equals better—unless you're talking about the Internet. In the social sphere, the dearth of user-generated content (Twitter claims to host more than 340 million tweets per day) can be a hazard for those looking to tweet and post items that help bring buzz to their brand.

This is the challenge that eventually birthed the content curation platform Rallyverse, which uses an algorithm to separate the wheat from the chaff in social sites and across the Web for clients in specific verticals such as automotive, financial services, retail, real estate and technology.

And now the company—a startup founded in January 2012 by former Microsoft ad execs—is partnering with LinkedIn to also offer its clients premium content from that channel.

"Essentially, we make it really easy for marketers to scale their social and content marketing by using technology to help them identify and publish great content," said Rallyverse co-founder and CEO Joe Doran, explaining that the technology looks at a brand's owned assets (such as a LinkedIn company page, Facebook page or Twitter page) as well as relevant third-party content to create a set of draft social media posts—complete with images, videos and hashtags—for a marketer to edit and set to publish as needed.

Doran said his company is an answer to the question: "How do I find great things to say and share every day, 10 or more times per day, that connect to what people are talking about right now?"

Within the Rallyverse dashboard, "if the user clicks on the article, we bring up a composer window where the brand can add their voice and schedule the article for distribution out to the LinkedIn or social Web," Doran said. The company also provides detailed reporting on shared content so engagement can be tracked.

The new partnership with LinkedIn expands Rallyverse's curation abilities. Terms of the deal were not disclosed, but Doran said Rallyverse's curation services are so far are employed by 100 clients, including brands, agencies and marketing services firms.

"What these brands all have in common is that they believe that consistently sharing great content on social networks can help them grow their business and the business of their clients," he said. Adding LinkedIn content to Rallyverse's offerings "is a big step for us," he added.