Solariat can automatically send useful (the CEO claims) tweets back to users when they express a commercial intent.
(Credit: Solariat)
Facebook knows who you are, who your friends are, what you like, and where you live. And still the ads suck. Google, on the other hands, only gives you ads based on what you're searching on, and its ads rock.
Can Google's ad performance be brought to Facebook and other social sites? Jeffrey Davitz is trying to do that with his startup, Solariat. The idea, he says, "is to take the Google model of responding to intention and place it in the context of social networks."
Davitz confirms that Facebook can help an advertiser find very specific people. It is great at demographic targeting. But while targeting demographics is good for making broad brand impressions, which is what television ads are best at, it's not the best way to get people to act on ads that appear in front of them.
Facebook also knows what people "like," but using that data doesn't resonate with users, because what a user once said he or she liked may not be what they are in the mood to know more about at a given moment. It gets creepy, and "inherently, those ads don't work," says Davitz.
Solariat technology, which currently works on Twitter, is used to detect long-range intent or need. For example, Davitz illustrates, on Twitter if y... [Read more]
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