Mass Relevance products aggregate social-network content (it announced a tweet syndication deal with Twitter last year), filter updates by client criteria, and render visualizations such as trends, conversations, maps, polls and Q&As for embedding on sites and screens. The company productized earlier custom work into standard visualizations for publishers, brands, and advertising agencies. Clients mentioned include the Big Four television networks, seven of the top 10 cable networks, Target, Cisco, Ford, Pepsi, and Victoria’s Secret. The startup sees monetization opportunities from brands sponsoring Mass Relevance content on publisher sites and from brand demand to display social content on their properties. Management says proceeds will be used to build more products aimed at brands and agencies and to expand the team. The company plans to continue growing in Austin and hire in other cities, especially New York. Mass Relevance is a cloud-based platform for managing and broadcasting content via social platforms, aggregating and curating content with social context to help brands deliver actionable results. Its first product, TweetRiver, is a social syndication platform for Twitter that allows brands to curate and filter Tweets around specific content. The platform can analyze a piece of content (for example, a video) and surface and build conversations from Twitter around that content. TweetRiver was already being tested by NBC Sports, Samsung, Cisco and RIM at the time of reporting. The space is crowded, with competitors including Twitter itself offering analytics and curation tools for brands. Company founders bring prior marketing and enterprise experience—its co-founder previously served as CMO of Bazaarvoice and worked at Dell. Financially, Mass Relevance had just completed a $1.7 million Series A round from FLOODGATE and Austin Ventures.

Total raised

$5M

Funding rounds

2

Latest round

Series A

Latest activity

May 2012