Socialogy to Launch Online Directory for Digital Stars

Courtesy of Socialogy

Think IMDB for social influence.

In the world of online stars, there are a lot of ways to measure influence: How many YouTube subscribers do they have? What about Instagram followers? What's their total social reach? 

Digital media veteran Todd Dufour wants to help streamline all of this information into one online directory, a sort of IMDB for social influence. The database, Socialogy, will launch later this summer with a membership-based website where clients can access information on the social influence of online stars, brands and other public figures. Each page will outline how many followers they have on each social platform, trending topics, latest news and contact information, when appropriate. The company, which will seek to work with talent and their representation to set up new profiles, also will track metrics such as engagement rates, growth rates, audience demographics and endorsement deals.

"One of the most dramatic shifts in marketing and advertising in the last 10 years is the rise of the influencer as a media brand or platform," says Dufour, a former Myspace and AOL executive. "The merging of talent and brands has been very successful. But every year media and talent is less and less consolidated at the top, and reconsolidated into thousands of channels, many based around online talent and communities. Socialogy fills the need for access and understanding of that reconsolidation into digital and social influence." 

Socialogy will launch with three subscription options that range from $13 a month to $200 for the year, depending on the number of accounts that can access the service. 

Dufour had big ambitions for the service, noting that he wants it to be "the only digital influencer directory that matters." But the company, which is backed by seed funding, will have to compete against other platforms that are already available. For instance, four-year-old Tubular Labs, which measures online video viewing and engagement, recently raised $10 million in funding and works with customers such as AwesomenessTV, Viacom and Warner Bros.

Potential clients are already showing interest in Socialogy's service. Matt Rosenberg, director of talent partnerships at touring company DigiTour and a former colleague of Dufour's, tells The Hollywood Reporter that he'll likely buy a membership when Socialogy launches. He adds that DigiTour could use Socialogy for a number of purposes, including charting a creator's growth in engagement over time or searching for the demographic and geographic breakdown of a star's online fan base. Says Rosenberg: "I've been waiting for something like this."