Venture Beat recently posted a list of the “26 amazing startups you need to watch in 2014.” On the list was social ad tech Mass Relevance, an SaaS platform that creates real-time consumer engagement models by aggregating, filtering, and re-displaying social content from any social network to any digital property – TV, web, mobile, or jumbotron.
Founded by Sam Decker, Eric Falcao, and Brian Danton, Mass Relevance wants to help large media companies manage the flow of social information. The platform takes data streams from various social networks (Twitter, Facebook, Vine, Instagram, YouTube, etc.) and aggregates them into a single visualization for clients. Brands can customize how they want to see or process the data: they can set word/hashtag filters, audience demographic filters (age range, gender, geography), and media or social network filters, among other things. The platform can also display the data through mobile apps, live TV broadcasts, websites, projector screens at conferences, stadium displays, and other visualizations that run alongside events.
Here is a good example taken from their site: Mass Relevance helped CNN transform their Facebook data to create the Facebook + CNN Elections Insights page. The page incorporated a number of visualizations and allowed for a unique user experience. For example, users could view the election conversation by candidate, demographic, geography, or time-frame. According to Mass Relevance, the page drove a total of 1.4 million visits and 43,000 individual recommendations, and the top 5 posts on the page garnered an average of over 2,500 likes, with the top post capturing 7,500.
With the explosion of social media, processing and aggregating social data for large media companies and brands is a potentially lucrative market, and Mass Relevance isn’t the only company trying to capitalize. Apple recently bought the social media analytics startup Topsy, which offers users a way to analyze tweets, gather sentiment and measure the reach of a campaign, hashtag or message. Also worth mentioning is FeedMagnet, which “combines original content with curated ‘best-of’ 3rd-party articles and social posts, creating rich, diverse, and engaging brand experiences,” according to their site.
While the social aggregating space is gathering a full roster of competitors, Mass Relevance is clearly coming out as its leader. The company does a brilliant job of taking big data and turning it into meaningful insights. In a world on the verge of making sense of the constant flow of information, Mass Relevance has an enormous opportunity to help brands and other organizations understand the social universe.