Mass Relevance is a cloud-based platform for managing and broadcasting content via social platforms. The company says that it aggregates and curates content with social context to help brands deliver "actionable results." The company's first product, TweetRiver, is a social syndication platform for Twitter that allows brands to curate and filter Tweets around content.
So marketers could present a particular video and the platform will analyze the content and build conversations from Twitter around the content. The application is already being tested by NBC Sports, Samsung, Cisco and RIM.
As more brands and media companies turn to Twitter and other social platforms to tune into consumer conversations, Mass Relevance will no doubt find an audience for its products. But this is a crowded space where a number of players, including Twitter, are offering analytics and curation tools for brands. That being said, Mass Relevance has the experience (its co-founder was the former CMO of Bazaarvoice and a Dell exec previously) and a few big-name clients under its belt.