Startup social media analytics firm Tellagence could be about to revolutionize how companies target their messages on social networks thanks to its unique “relationship analysis” algorithms
Sorting the wheat from the chaff
As any content manager or social media manager can testify, a good deal of the messages conveyed by companies via social media get spread too wide and much of the time, reach people who either can’t comprehend it or find it irrelevant. Tellagence is aiming to stop all that.
Getting messages to relevant target consumers as reliably as possible is the name of the game for this startup and it knows that the benefits can be colossal. Rising social networks attract big volumes of users, as Instagram with its 3,600-a-minute picture upload rate proves. And big beasts like Google and Facebook are acutely aware of the need to attract advertising revenue to social networks with state-of-the-art technologies.
Preparing for the first public demonstration of its technology this week at the Demo conference, Tellagence is clear that dominant targeting methods, like analyzing what people say or counting up their follower totals, aren’t nearly accurate enough. So how does Tellagence actually deliver its goal of accurately predicting how information will flow?
The company’s founder and CEO, Matt Hixson, says that the key to success lies not in identifying the loudest tweeters or the celebrities, but which people have the right relationships. He cited the example of a Silicon Valley chip manufacturer who wanted to find out how information about a particular product was flowing.
By using Tellagence’s newly developed relationship algorithms, which can pinpoint who seems the most knowledgeable and well-connected about a specific topic, the firm discovered that a team of engineers based in Japan was following developments about its product intently. Moreover, one of the engineers played a dominant role in shaping the information flow about the topic. This is the kind of person Tellagence’s algorithms can identify; the kind a client company needs to reach, avoiding expensive and fruitless non-targeted messages in the process
As Hixson put it, “What we are predicting is how far messages will travel and what path they will take.”