Viacom and Mass Relevance Launch 'Social TV' Tool

US cable TV company Viacom and social media insight provider Mass Relevance have jointly launched a new tool called 'EchoGraph', to track and analyse social media activity for advertisers.

Mass Relevance, which recently merged with social media relationship specialist Spredfast, identifies and captures brand-relevant conversations happening across a variety of social media. The firm partners with platforms such as Facebook and Twitter, to source and filter the conversations considered most relevant to a brand. Clients include broadcasters using social media within their programmes for voting and viewer feedback.

EchoGraph will measure earned media generated by Viacom client campaigns across Twitter, Facebook, Instagram, Tumblr, Vine, Google+ and YouTube in real-time. In turn, Viacom will provide clients with data and analysis regarding reach, social media activity, types of engagement, hashtag popularity, influencers and more.

Mass Relevance Chief Strategy Officer Jesse Redniss (pictured) comments: 'We have a long history of working alongside this company to help them push the boundaries of the TV and entertainment industry. The EchoGraph project is a ground-breaking approach in identifying the core value of social TV for their brand partners.'

Web sites: www.viacom.com and www.massrelevance.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.