Home What the Tweetmeme Toyota Portal Looks Like Under the Hood

What the Tweetmeme Toyota Portal Looks Like Under the Hood

Auto manufacturer Toyota launched a new Twitter-based portal called Toyota Conversations tonight and the site is getting a whole lot of press. Most people are focused on how the site seems to contain more positive Tweets than the world at large, but there are a lot of negative links on the site as well.

We got a look at the back-end infrastructure of the Tweetmeme portal system and have screenshots displayed below. These aren’t for the Toyota project in particular, but they are the same tools being put to use in a different campaign. We know you feed and data geeks fantasize about building the ultimate feed moderation system. Check out the one that Toyota put down no small sum to get to use. It’s a nice combination of heavy duty and easy to use, just like you’d expect for a big corporate customer like this. The best news? This system will be opened up to the public soon.

No Cover Up Here

Below, an item page for a popular link shared about Toyota. Below is what appears to be the company’s direct response. Thus the name of the site, Conversations.

Easy to Use Logic Chains

Tweetmeme portal customers set up complex combinations of rules for which tweets to display using what company founder Nick Halstead calls “a mini-programming language – with a drag + drop interface for setting them up. Rules can be based on tweet, text from the story, title, meta data from the story, geo location data, twitter users who are tweeting…almost any data that is associated with twitter and the linked story that we spider as well. Each channel can have a number of chains – each chain can work separately – but be valued differently – i.e. have a confidence factor associated with it.”

The Big Dashboard in the Sky

This is what Tweetmeme HQ looks at, standing on top of all the channels. The ten person team calls its big set of rules “the pickle matrix”. Every time someone Tweets a tweet with a new link in it, or a Retweet, that data is thrown against the pickle matrix. That’s the field “access count.” Then an optimized process of rules are matched. “The data isn’t the problem,” Halstead says, “it’s the number of rules we put against it. This is 1,000 times more powerful than Twitter’s Track or search because we can apply tens of thousands of rules to every Tweet we see.”

Halstead’s company got a big boost from this deal, but Tweetmeme has been cash-flow positive for at least the last 3 months. “I think the more interesting fact,” he says, “is that I started this company for the sole purpose of doing this and companies are now only just starting to recognize the value in this kind of proposition. I think that shows how far social media has grown up. And that you have to stick at what you know is right – even if people ignore it to start with.”

No word yet on when this system will be opened up to the public, but used in conjunction with other media types like Toyota has it sure seems like there’s a lot of potential here.

Disclosure: FM Publishing, a partner in the Toyota project, is also RWW’s advertising network.

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