Reckitt Benckiser allies with Syncapse on social media marketing

Reckitt Benckiser is to utilise services from social media management specialist Syncapse to cultivate a more effective online presence.

The health and personal care company will utilise Syncapse's social performance management platform to help integrate social media marketing programmes on Facebook, Twitter and Google+.

This agreement will cover more than 20 brands, including Clearasil, Durex and Lysol, and will aim to drive engagement with target audiences, while making it easier to measure return on investment.

Syncapse's platform is a software-as-a-service-based solution that provides a secure infrastructure to build applications, distribute content, manage compliance, host social data and measure marketing performance.

Simon Moutzouris, head of global digital marketing and social media at Reckitt Benckiser, said: "The convergence of branded content, social engagement and paid media demands tighter integration in planning, execution and measurement across all of our digital marketing investments."

Earlier this month, the company announced that it generated 4.67 billion pounds in revenue during the first half of 2012, up by four percent year on year.