Mass Relevance

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Mass Relevance
Type Private
Founded 2010
Headquarters 800 Brazos Suite 340,
Austin, TX 78701, United States[1]
Area served Worldwide
Founder(s) Sam Decker, Brian Dainton,
Eric Falcao
Key people Sam Decker (CEO)
Eric Falcao (CTO)
Brian Dainton (VP Engineering)
Industry Internet
Employees 120+
Type of site Social network service
Current status Active

Mass Relevance is a social experience platform for brands and media to drive real-time, relevant, and curated social content experiences to engage audiences on any digital surface. The Mass Relevance Platform sources from a variety of social networks, with access to Twitter's Firehose API, by using user-defined rules that can pinpoint content to meet certain criteria. This sourced content can then be filtered and moderated to find and publish the most relevant data in a variety of ways, including but not limited to websites, mobile apps, television graphics, and jumbotrons.

Mass Relevance is funded by venture capital firms Floodgate, Austin Ventures, and Metamorphic Ventures. They also became Twitter's first re-syndication partner in November 2011, officially licensing them to re-syndicate Twitter content for display.[2]


The Mass Relevance Platform began life as TweetRiver, starting back in April 2009 by Barry Cox, Brian Dainton, and Eric Falcao. The three developers would meet every Tuesday night at various coffee shops, and by December 2010, with the help of Sam Decker, founded Mass Relevance, which aimed to provide the services of social media curation functions to enterprise-level clients.[3] In 2011, the Mass Relevance Platform added a new variety of functions and services and was used at many high-profile events, including the White House Twitter Town Hall and used across marketing programs for brands such as Pepsi, Target, HSN, American Eagle, GE, American Express, Ford and others.

Notable events[edit]

White House Twitter Town Hall[edit]

In July 2011, the White House hosted a Twitter Town Hall, in which questions submitted by anyone over Twitter could be asked directly to U.S. President Barack Obama by Jack Dorsey (Twitter Chairman), to which he would respond. For this event, Twitter utilized the Mass Relevance Platform to aggregate any Tweets containing "#AskObama".[4] In total, over 160,000 #AskObama Tweets were submitted, with which 17 were selected to be asked. Not only was the Platform used for question selection, but three separate event displays showed different visualizations of the Tweet data, including geo-location and topic tracking.[5]

Twitter partnership[edit]

Twitter announced a partnership with Mass Relevance in November 2011.[6] Under the terms of this partnership, Mass Relevance was granted a license to re-syndicate Twitter content for display, publishing, and broadcast. They also were allowed to give clients access to create sponsored products using the Mass Relevance Platform. Finally, access to Twitter's Firehose API means Mass Relevance can analyze every Tweet in real-time (over 250 million daily).[7]


  1. ^ "Contact Us". 
  2. ^ Edelsburg, Natan (November 7, 2011). "Mass Relevance becomes first Twitter re-syndication partner". Lost Remote. Retrieved January 5, 2012. 
  3. ^ "Mass Relevance - Our Story". Mass Relevance. December 30, 2010. Retrieved January 5, 2012. 
  4. ^ Preston, Jennifer (June 30, 2011). "Obama to Host ‘Twitter Town Hall’". The New York Times. Retrieved January 5, 2012. 
  5. ^ Chaney, Alton (August 22, 2011). "How We Powered the White House Twitter Town Hall". Mass Relevance. Retrieved January 5, 2012. 
  6. ^ Constine, Josh (November 7, 2011). "Twitter Names Mass Relevance, Crimson Hexagon As Curation Partners". TechCrunch. Retrieved January 5, 2012. 
  7. ^ Decker, Sam (November 7, 2011). "Mass Relevance Partners with Twitter to Help Media and Brands Generate New Revenue from Real-Time Content". Mass Relevance. Retrieved January 5, 2012. 

External links[edit]