My friend has a new start-up called Prollie that I thought was particularly relevant for this class (and a great plug). As social media analytics proliferate, one of the huge opportunity is evaluating both businesses and users use of social media platforms. And, how do we grow those networks with relevant additions? The first phase of social networks was a land-grab. Everyone friending and amassing acquaintances. Then Google launched Google Circles and Google Plus as users realized they had specific audiences for different messages and sharing online. Anecdotelly I love using Instagram because I manage my network very carefully, approving each one individually to be sure I'd want to "share" everything with them.
The phase of developing quality over quantity in social networks will continue to be important. Prollie has a specialized algorithm that analyzes a users social media graph, and determines their core passions - be it movies, travel, etc. It then assists users in locating other users with like-minded passions. The value proposition is for consumers at this stage, but long-term it could have a lot of great opportunities for marketers. Brands can locate niche passions and identify users they need to influence.
Check-out their promo video here and sign-up to participate in the alpha testing phase: http://prollie.com
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