Crimson Hexagon: Tracking Online Conversations
Lots of companies, Troiano says, are good at searching for keywords (like "Ben & Jerry's") across the Web and assessing how much buzz a given brand is getting. Crimson Hexagon, he says, has "the ability to find patterns in the dots of online conversation, across blogs, Twitter, bulletin boards, and forums. It's not just about the volume of buzz, but what people are saying." An example: the firm recently explored the positive and negative reactions on Twitter to Microsoft's Bing search site.
As for a new round of funding, Troiano told me to expect an announcement from Crimson Hexagon within a few weeks. It likely will come from angels, rather than VC firms. "I've never seen a [fundraising] market like this," Troiano said. "VCs are protecting their cash to allocate it to current portfolio companies." (Though Troiano admits that some VCs may simply think that Crimson Hexagon is still too young a company for them to fund.) "If we got paid by the meeting, we'd be sitting pretty," he quipped, referring to investors' willingness to take a meeting -- even if they're not doing much active investing.
Another company in the "social media monitoring" space, New York-based Techrigy, was just acquired today for an undisclosed sum. That could bode well for Crimson Hexagon.
Crimson Hexagon is part of what I think of as the "metrics and measurement" cluster here in Massachusetts -- a cluster that includes firms like Visible Measures (video measurement), Compete (Web traffic), and Localytics, a mobile measurement company that's now participating in the TechStars Boston summer program.