Former Bazaarvoice CMO Decker launches Mass Relevance

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Former Dell marketing director Sam Decker launched social media firm Mass Relevance on December 21.

The technology company will help consumer brands aggregate social media conversations and use that content in their online efforts, he said.

“We know that consumers like to read social content more than marketing content, and we know there is more real-time social content being created. Exponentially, it's outpacing our need to use it more effectively,” said Decker. “There seemed to be a need to aggregate and curate that growing content into something that's relevant to a specific audience.”

Mass Relevance will collect content from social media, such as Twitter, based on what kinds of conversations a client wants to see, said Decker. At launch, the company's core clientele was in the media and entertainment industries, but it is seeking more clients in manufacturing and retail, he said.

Decker, the agency's CEO, was the founding CMO of Bazaarvoice, a provider of customer ratings and reviews for Internet retailers. Prior to working at Bazaarvoice, he was a marketing and e-commerce executive at Dell. Brian Dainton and Eric Falco are working as director of products and director of platform, respectively.

The Austin, TX-based company has secured nearly $2 million in launch capital from private equity investors Floodgate and Austin Ventures.

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