United Entertainment Group, CitizenNet To Match Brands With Influencers Using New Metric

As influencer marketing has become more popular in the online video industry, so-called “matchmakers” have emerged to link brands to the creators who can best serve as spokespeople. The latest tool in the matchmaking space comes from marketing agency United Entertainment Group (UEG) and social media tech platform CitizenNet. It’s called UEG f(IQ) Score, and it rates influencers based on certain qualities to help brands find the right partners for their campaigns.

f(IQ) combines UEG’s knowledge of the online video community with CitizenNet’s technology. UEG COO David Caruso explained how the new score works in a press release. “CitizenNet’s data informs UEG’s strategic decision-making,” he said. “UEG provides the qualitative, human input into the score surrounding emotion, authenticity, advocacy. This includes price, feasibility and ease of working with an influencer. This

expertise comes from many years working with A-list celebrities to up-and-coming influencers. At the core of effective influencer marketing is trust and reach, but trust is relative and not all influence is created equal. The UEG f(IQ) Score measures trust in context, which is a result that eludes many in the industry to this day.”

CitizenNet will utilize f(IQ) to help its brand partners (including Live Nation, Sony Pictures, and Lionsgate) optimize their campaigns. To that end, it has developed a Social Media Planner tool, which will arrive alongside f(IQ).

f(IQ) is the first step in what UEG has termed a “proprietary influencer initiative.” The agency’s other activities in the digital space include a branded content program it launched alongside Edelman.