Mass Relevance's Twitter Curation Tools Pick Up Steam | Adweek Mass Relevance's Twitter Curation Tools Pick Up Steam | Adweek
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Mass Relevance Continues Social March

Vendor's new product underscores the firm's Buddy Media-like rise
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Mass Relevance, which calls brands like Fox Sports, Victoria’s Secret, TaylorMade, Pepsi and New York Giants clients, today is debuting a self-service tool aimed at brands, agencies and media companies. Dubbed "The Product Studio," it offers up to 30 data-based features, including the ability to create realtime social-media-based photo walls, interactive polls, social leaderboards and Twitter Q&As.

Fox Sports, a beta client, utilized the Twitter Q&A feature during the Olympics for the U.S. women's soccer gold medal match. It took less than 24 hours to go from conception to execution and proved to be a hit, according to Rick Jaffe, svp at Fox Sports Interactive Media.

"Fans crave instantaneous information," he said in a statement. "We look forward to rolling this out with other sports and finding new ways to integrate social media into the FOXSports.com experience.”

Meanwhile, in terms of social media marketing vendors, Mass Relevance has begun to look like Twitter's version of Buddy Media or Vitrue, popular Facebook services firms. In addition to the brands listed above, names like Campbell's Soup, DreamWorks, Univision and multiple others have signed on to use its publishing and curation products.

Sports teams use Mass Relevance to broadcast fans' Twitter messages during games in stadiums; publishers do similarly via their websites during major news events. For instance, marketers establish terms—such as #election2012—that can be pulled from their Twitter followers' tweets. The whole tweets are then digitally published to the platform of the marketer's choice.

Mass Relevance CEO Sam Decker appears to be building the 21-month-old startup in similar fashion to how he helped Bazaarvoice become a social reviews juggernaut.

"I see the maturity curve evolving at different rates for different kinds of companies," he told Adweek. "But overall, brands are starting to see how they can operationalize social engagement on an ongoing basis. We have a saying, 'Every day is an event.' So brands need a platform to tap into those things."

Matt Corey, Mass Relevance's cmo, said selling the company's product has become easier and easier as Twitter has become increasingly popular. "Once you get a track record with clients like Victoria's Secret and Pepsi," he said, "brands want you to help them to get them in the game."