Viacom and Mass Relevance announced a partnership to...

Viacom and Mass Relevance announced a partnership to launch EchoGraph, a social media measurement platform that will track and analyze social activity for advertisers. Mass Relevance will work exclusively with Viacom to measure earned media generated by Viacom client campaigns across Twitter, Facebook, Instagram and other platforms in real time, Viacom said in a news release (http://bit.ly/OLeRwm). “With EchoGraph, Viacom will provide clients with comprehensive data and analysis regarding reach, social activity, types of engagement, hashtag popularity, influencers and more.” The EchoGraph platform will support Viacom Echo, which extends an advertiser’s message beyond Viacom’s owned-and-operated linear, digital and mobile screens and into the social ecosystem, it said.