Giving Social Media Content A Context


It’s been said that content is king, but we’re rapidly approaching a stage where the sheer amount of content available is becoming so overwhelming that it becomes increasingly difficult to find the content that is relevant to you. Even the content that seems obviously relevant to us – content we ourselves or our friends and family have posted – is hopelessly scattered across the internet, appearing on multiple social media networks, apps, and platforms. In order to see the complete online version of any of your real-life experiences, currently you need to waste time and energy checking multiple feeds.

While there are plenty of apps to help you manually organize the content from one of these sources – take Facebook shared albums or Pictarine for example – few are capable of covering all of your social media content to give you a full, panoramic picture., a mobile and web app that launched in 2012, does just that. Their smart-matching technology pulls content from all the major social media networks that is relevant to any given experience, and smartly organizes it in one place.

Imagine you were at a party with friends, and all of you were posting content from and about the party to social media networks. You took lots of photos, a few of which you uploaded to Instagram because you like their filters, some others which you uploaded to Facebook to share with your friends there, and still more that stayed in your camera roll. You checked-in to the party on Facebook, and posted a couple of live tweets, and some friends took a video of you dancing.

Even though that content all came from the same event and was connected in the real world, in the digital world it’s dispersed across different social media platforms, and you can’t see it all in one place. will allow you to get the full digital version of an offline event, so that the tweet, status update and photo that were all from the same event, are linked together in the digital world too.

And it’s not just online content either. The app recently had a product update on Android that extends the same clustering technology to offline content as well. Called ‘Smartgallery,’ the new feature will scan your smartphone camera roll for relevant photos, adding it to the online social media content to generate a more comprehensive event ‘moment’. This has the added benefit of allowing you to rediscover photos that were never uploaded to the internet and have probably been forgotten, buried under all the other photos you’ve taken since.

According to chairman Eilon Tirosh, is committed to “providing cutting edge context to all the scattered experience information out there,” and this new update makes the bigger picture “clearer and more comprehensive” by including offline content.

Another feature, called ‘BOOSTR’ allows users to bulk out, or, ‘boost’ their moment albums with the content of strangers who were taking photos at the same time and place – so long as their photos are public of course. That way, you can add the photo of Beyoncé on stage that you couldn’t quite catch with your own camera to your album of the concert, because someone else in the crowd did. BOOSTR

Best of all, unlike other photo-sharing apps like PhotoSocial, Flock (now acquired by Google,) Tracks or Cluster, doesn’t make you change your content sharing habits, or require your friends and family to download the app in order for you to see their content. If you have permission to see their content on a given social media network, then you’ll automatically be able to see it in too. CEO Ronny Elkayam calls this the “empty room scenario,” claiming that this ability to start getting value from the app immediately – even if you’re the only one in the room using it – is one of that one of its biggest selling points.

Of course, one of the obvious questions to ask here is about privacy – will signing up to suddenly make your content public? According to the company, they adhere strictly to the privacy settings of each individual piece of content, so that whatever privacy settings exist on the original social media network will be reflected on Further, though will do everything automatically for you, it also allows you full manual control over what goes in an album, what the album is titled, and with whom it’s shared.

In terms of the future of the company, both co-founders are excited by the B2B opportunities afforded by’s technology. “Creating a digital version of an event that is happening offline allows us to extend the life of that event both before it happens and after it ends,” said Elkayam. “That means we can give businesses who want to sell goods and services to particular event-goers a way to present their products to their target audience for longer than the limited time they are at the concert hall or sports arena.” The company plans to go live with auto-generated mobile web sites based around events at the beginning of Q1 2014, creating one-stop-shops for all the digital content of an event and providing an online location where businesses can interact with attendees to boost product and ticket sales, and marketing revenue.

These days, everyone with a smartphone and an internet presence effectively becomes a content creator. gives you one way of granting context to your content, so that it more closely reflects your real-life experiences.