Mass Relevance, Viacom advance social media measurement

Viacom will use the EchoGraph social media measurement platform from Mass Relevance to track and analyze social activity of Viacom client campaigns across Twitter, Facebook, Instagram, Tumblr, Vine, Google+ and YouTube.

The real-time measurement aims to give Viacom clients "comprehensive data and analysis regarding reach, social activity, types of engagement, hashtag popularity, influencers and more," the companies said in a press release.

In other words, advertisers will know what their potential customers are talking about even as those customers tweet and text.

"We've cracked the code on how to connect advertisers to the enormous social activity around our networks but, until now, the missing piece was comprehensive measurement," Jeff Lucas, head of sales, music and entertainment at Viacom Media Networks said in the release. "Through EchoGraph we can offer clients true accountability and tell the full story of how our custom campaigns carry their brand message across the social sphere."

Viacom and Mass Relevance have worked together before, most prominently tracking and measuring social integrations for programming and advertising campaigns around Viacom's youth-oriented media offerings like the MTV Video Music Awards, MTV Movie Awards and Catfish: The TV Show.

For more:
- see this press release

Related articles:
Analyst: MSOs, wireless carriers should partner to move eyeballs to mobile devices
Imagine Communications acquires Digital Rapids as part of TV Everywhere focus
Cognitive to power interactive TV trial for station groups in Pearl joint venture
CNN launches interactive app to put viewers in control of content
Online video ads cost 38 percent more than cable, report says