For brands seeking attention and engagement, it’s the best of times and the worst of times. Social media offers the opportunity to spread the brand far and wide on the shoulders of enthusiastic fans. But offering the brand up for public collaboration has downside risks: lack of control, inappropriate content, and inability to convert that grass-roots enthusiasm into action.
Vivoom (www.vivoom.co), a Boston-based startup, is helping marketers get the best of both worlds. The company has built a shared media platform that combines the virality, ease-of-use and fun factor of today’s hottest sharing apps like Instagram and Snapchat, with measurability, control and features that brands can use to turn their fan following into an army of micro-influencers.