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Scoop.It.: One of our latest tools for monitoring and sharing client news

Here at the Paris office of MSLGROUP, the second floor–home to our digital communications strategists–has been all a buzz about, a new “publishing-by-curation” tool that our teams are using to monitor the social web for clients. We sat down with Mervet Benrabah, one of our digital consultants, to get the inside story on this new tool and what it means for brands.

Mervet, technology is enabling basically anyone to become a curator of content and then share it. How is being used in corporate communications?

We are finding lots of ways to use to improve our own client service and also improve our clients’ communications with stakeholders.

In our digital and social age, we believe it is important to listen, monitor and know at all times what people are saying about our clients’ brands. So, initially, we set out to use to monitor industry news and cluster interesting stories for a couple clients so that they could keep on top of important trends affecting their business.

We use key words to track conversations, and then does the work, pulling content from traditional media sources, Digg, and social networks. Using, we find content related to our clients that we don’t find using a simple Internet search. Having complete command of what people are saying about our clients and their industries helps us make informed decisions about how and what to communicate to our clients’ stakeholders.

2. How does differ from other content-monitoring tools? helps us track and keep information in one place. Before we needed to use several tools such as Openbook to monitor conversations on Facebook or Twazzup for Twitter. consolidates all of it. In addition, we can use it to create a web page with the content that we find and want to share, which makes our monitoring reports more interactive and eloquent.

3. Brands have just gotten used to blogs, Twitter, Facebook and the other social networks. How would you explain the value of in the context of what they are already doing?

Some companies are not interested in blogging–they do not have the resources internally or the inclination to maintain a blog for a variety of reasons. With, we can curate existing content and publish an interactive magazine with industry trends that our clients’ customers will appreciate.

Sharing a page is a bit like retweeting other people’s content but it is more visually appealing than a tweet, or series of tweets, and more in-depth.

4. The Paris team created an event for a client, and added a digital dimension. Can you tell us more about that?

Yes, for a client in the energy sector, we organized an exclusive event for journalists, bloggers and industry partners, and then used to visually showcase all the media coverage form the event in the form of an interactive magazine. With, people can comment on articles and share the entire magazine or just one article at a time. We were also able to customize the photos and other design aspects according to our clients’ wishes. They liked the magazine so much that they created a tab on the home page of the site dedicated to the event. This enables the wider public to see all the media coverage about the event and the company’s new technology.

5. What else would you like marketers to know about Scoop it?

Because curates content from so many sources, it helps elevate our clients’ search rankings. The energy client now comes up higher in search results for certain terms because of the page.

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