Twitter today announced formal partnerships with Mass Relevance and Crimson Hexagon to allow the two companies to repurpose tweets for use on websites, television shows, jumbotrons and more. Mass Relevance helps clients curate the Twitter firehose so they can display the highest quality tweets about a given subject. Crimson Hexagon performs sentiment analysis on the firehose to let clients determine the opinions of the Twitter user base.
The two partners will act as intermediaries between the micro-blogging platform and companies that want to display its content elsewhere. This will allow Twitter to grow tweet syndication and analysis as revenues stream without having to build sales, design, and support teams.
Twitter’s firehose includes 230 million tweets a day and over 1.5 billion a week. While social media monitoring tools can help brands find the mentions of them or a certain topic, it’s still difficult to filter out noise, spam, and low quality tweets and then pull out the best tweets or analyze their meaning. Mass Relevance and Crimson Hexagon take care of all of this for their clients, in addition to sounding like Bond villain secret weapons.
For example, Mass Relevance helped E! Online find the best tweets about the 2011 Oscars from the audience, nominees, and critics and then display them on a microsite. Crimson Hexagon powered CNN’s analysis of Obama’s 2010 State of the Union address, allowing the television network to project graphs onto screens in the studio indicating the percentage of tweets that supported Obama’s address, thought it was too liberal, or had mixed reactions. It also helped us figure out why we hated NBC’s Winter Olympics coverage.
The two companies were already platform partners, but the new agreements will allow them to re-syndicate tweets or analyze their content in exchange for a fee without fear of suspension. In the blog post announcing the deals, Twitter’s developer relations manager Jason Costa wrote, “Expect to see additional partnerships of this kind as we look for new ways to help everyone get the best out of Twitter.”
These types of deals will allow Twitter to stay lean while simultaneously building out revenue streams that don’t piss off users like the short-lived “#Dickbar” that obscured the Twitter feed with ads.