Twitter has granted access of more than 250 million tweets sent daily to two firms – Mass Relevance and Crimson Hexagon and made it official at the beginning of this week. The firms will now be able to work directly on creating and maintaining partnerships with media firms (like television networks) without Twitter’s involvement.
Crimson Hexagon offers social intelligence software and services to over 100 clients that include some of the leading media, consumer packaged goods and financial services companies. The Crimson Hexagon ForSight Platform is powered by patent-pending technology originally developed at Harvard University’s Institute for Quantitative Social Science and provides real-time analysis of how engaged online consumers truly think and feel about any identified topic.
Crimson Hexagon, which can determine how Twitter users are feeling about a certain topic, helped CNN find out the reasons why Twitter users were voting in the 2010 midterm elections.
Mass Relevvance is the first „curation” partner licensed to re-syndicate Twitter content for the purpose of display, publishing and broadcast. For the first time ever, media and brands can „monetize” Twitter content and create sponsor-able products working with Mass Relevance. Mass Relevance now has Firehose Twitter access to serve clients better, which means clients get 100% of tweets. Full access, new and unique sourcing and filtering capabilities have been added.
For now, the deals with Massive Relevance, founded in 2010 and Crimson Hexagon founded in 2007, won’t necessarily result in more revenue for Twitter. Twitter’s director of content Chloe Sladden, said that this was about growth and it’s not a revenue play for them. Sladden, declined to comment on any financial arrangement. She has led the company’s two-and a half year quest to get tweets on TV and other media outlets.
