Mass Relevance to Tap Facebook Chat for Advertisers

Facebook has partnered with social media insight provider Mass Relevance to enable media companies to tap into real-time Facebook conversations relating to specific topics.

Launched in 2010, Mass Relevance helps consumer brands use real-time conversations, commentary and insights culled from millions of social media activities worldwide. The firm has now been given exclusive access to Facebook's Public Feed API and Keyword Insights API, to enable it to display, in aggregate, the age, gender, and location of people who have mentioned a specific keyword (such as a topic, character, contestant, or athlete) in a Facebook post. Mass Relevance says this new demographic data provides sponsorship opportunities for brands that want to connect with specific audience segments.

The partnership means brands can weave Facebook content into experiences such as real-time photo walls, conversation streams and polls. They can also track audience reactions to events such as reality TV competitions leading up to a final results show, by presenting viewer preferences by key demographics.

Mass Relevance CEO and co-founder Sam Decker (pictured) comments: 'Now, with Mass Relevance and Facebook, media companies can tap into the most relevant conversations from the largest pool of social content available anywhere. For the first time ever, they can use demographic data and visualizations to connect audience segments with advertisers.'

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