The Social Media Unit will be available to clients of Media Contacts, MPG and MPGi, enabling them to reach members of sites such as and .
Media Contacts has created a dedicated team of five, which will provide clients with consultation, planning and implementation. The team will be headed up by Sharon Braude.
The unit will use tools to track the positive and negative aspects of social media campaigns. This information will be fed into Artemis, a proprietary online analytics platform.
Paul Frampton, MPG and Media Contacts' managing director, said: "The Social Media Unit is one of the many new products that we will launch as a business this year.
"It fulfils our proposition of providing the best specialist talent and service to our clients within an integrated communications approach.
"Social media is not an isolated channel and needs to be considered alongside [above-the-line], other digital channels and in particular [search engine optimisation]."
The unit's formation builds on Media Contacts' social media experience, which has seen the agency produce campaigns for brands including BBC and Threshers. For the latter, the agency seeded "video vouchers" on social media sites, offering users money off.
The campaign led to the Threshers video being viewed 100,000 times, at a cost of 8p per view.
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