Twitter Names Mass Relevance, Crimson Hexagon As Curation Partners

[InfoGuru]

Twitter today announced formal partnerships with Mass Relevance and Crimson Hexagon to allow the two companies to repurpose tweets for use on websites, television shows, jumbotrons and more. Mass Relevance helps clients curate the Twitter firehose so they can display the highest quality tweets about a given subject. Crimson Hexagon performs sentiment analysis on the firehose to let clients determine the opinions of the Twitter user base.

The two partners will act as intermediaries between the micro-blogging platform and companies that want to display its content elsewhere. This will allow Twitter to grow tweet syndication and analysis as revenues stream without having to build sales, design, and support teams.

Twitter's firehose includes 230 million tweets a day and over 1.5 billion a week. While social media monitoring tools can help brands find the mentions of them or a certain topic, it's still difficult to filter out noise, spam, and low quality tweets and then pull out the best tweets or analyze their meaning. Mass Relevance and Crimson Hexagon take care of all of this for their clients, in addition to sounding like Bond villain secret weapons.

For example, Mass Relevance helped E! Online find the best tweets about the 2011 Oscars from the audience, nominees, and critics and then display them on a microsite. Crimson Hexagon powered CNN's analysis of Obama's 2010 State of the Union address, allowing the television network to project graphs onto screens in the studio indicating the percentage of tweets that supported Obama's address, thought it was too liberal, or had mixed reactions. It also helped us figure out why we hated NBC's Winter Olympics coverage.

The two companies were already platform partners, but the new agreements will allow them to re-syndicate tweets or analyze their content in exchange for a fee without fear of suspension. In the blog post announcing the deals, Twitter's developer relations manager Jason Costa wrote, "Expect to see additional partnerships of this kind as we look for new ways to help everyone get the best out of Twitter."

These types of deals will allow Twitter to stay lean while simultaneously building out revenue streams that don't piss off users like the short-lived "#Dickbar" that obscured the Twitter feed with ads.

Crunchbase    

• MASS RELEVANCE
• CRIMSON HEXAGON
• TWITTER

Company: Mass Relevance   Website: massrelevance.com   Funding: $1.7M    The Austin-based company with a SaaS enterprise platform for real-time social content curation and broadcasting serving networks (such as MTV, NBC, ABC), publishers, sports teams, and brands.

Learn more       Company: Crimson Hexagon   Website: crimsonhexagon.com   Funding: $5M    Crimson Hexagon's technology enables companies to derive actionable, quantifiable, data-driven insights from user-generated content.

Learn more       Company: Twitter   Website: twitter.com   Funding: $1.16B    Twitter, founded by Jack Dorsey, Biz Stone, and Evan Williams in March 2006 (launched publicly in July 2006), is a social networking and micro-blogging service that allows users to post their latest updates. An update is limited by 140 characters and can be posted through three methods: web form, text message, or instant message. The company has been busy adding features to the product like Gmail import and search. They recently launched a new site section called "Explore" for...

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Attribution: CNET, ECTNews and TechCrunch.