Mass Relevance to launch Australian office

Screen Shot 2014-04-01 at 11.07.49 AMSocial experience platform Mass Relevance is to launch an Australian operation, Mumbrella can reveal.

The four year old tech startup company, which has access to the valuable Twitter Firehose API, works with brands, agencies and media companies on creating social experiences for consumers has been advertising a number of positions in this market recently.

The Twitter “Firehose” is the name given to the massive, real-time stream of Tweets that flow from Twitter each day and access is generally restricted to a limited number of partners.

The positions available at Mass Relevance include a head of market development who would oversee the office and develop relationships with brands, agency and the likes of the major TV networks and also a tech support manager.

Sources have told Mumbrella the company, which has a high profile in Silicon Valley, has been driven by media owners such as the TV networks asking them to have a local presence as they grow their social offering in the Australian space.

Mass Relevance is a Certified Twitter Partner and also pulls in social content from Facebook, Instagram, YouTube and Google+. The company did not respond to requests for comment.

Nic Christensen

Update: Sam Decker CEO of Mass Relevance has told Mumbrella they are excited about the expansion and will be starting with four Australian staff.

Mass Relevance is very excited to continue our international expansion.  After opening an office in London last year, we’ve been looking forward to the next step – an office in Australia,” said Decker.

“The Australian market has proven to be very progressive when it comes to digital and the desire to leverage social media as true engagement platform. We already have working relationships with many of the leading broadcasters, and that’s without a local presence.  Brands and agencies have been showing great interest and desire to put the Mass Relevance platform to use.

“We’re excited to meet this demand.  We have will begin with four employees and will gauge hiring growth on demand and market traction.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.