Distributed social media company Demand Media and CoverItLive, a live social event software company, have announced a strategic partnership to offer CoverItLive's programming tools to the hundreds of brands and publishers that make up Demand Media's customer base. The deal also marks Demand Media's first strategic investment, as the company will seek a minority interest in CoverItLive. CoveritLive is used by online publishers and bloggers to create live events around topical interests while engaging experts and audience participants. These events can range from large sporting events to local municipal news, and total roughly 100 million viewership minutes each month. Demand Media's social media platform, Pluck, powers some 3 billion monthly community interactions. Under the terms of the agreement, the companies will integrate their software products so CoverItLive will work with Pluck, while Demand Media will market the joint product to its customers.