Blogging it out, going viral

Media agency GroupM is launching a social media marketing practice that incorporates its existing search-marketing division, reports Adweek.

The Social Media Marketing group is based in St. Louis, the location of GroupM's Outrider shop. It will service all agency media divisions and is tasked with identifying influencer communities online, as well as improving search rankings for client websites.

The group will not conduct any media buys. Its focus is strictly non-paid channels, such as social news sites, organic search rankings and content tagging.