How Frrole moved from curating news to providing social media insights

Frrole not only provides insights on topics but also helps brands understand their followers better, reports Tech in Asia

While writing articles on start-up trends, I often scan social media posts to get a sense of what the industry thinks. For example, when Housing was hacked last month just a few days after its CEO was fired, we tried to understand how Tweeps immediately put two and two together, and came up with five. Skimming through hundreds of tweets to provide an aggregated view was tough.
 

How cool would it be, had I known about Bengaluru-based Frrole, which has an algorithm that provides real-time insights on any topic using social data?
 

Frrole was initially an online newspaper that provided real-time and curated news from social media which was missing from newspapers, travel guides, events sites and digital media. It was founded in 2012 by Nishith Sharma, Amarpreet Kalkat and Abhishek Vaid. 
 

Frrole News had grown to almost a million monthly active users before it pivoted to social media insights in April 2013. Today, it filters real-time data in online platforms. These insights can be about an event, a keyword, a set of social media users or any combination thereof.
 

Frrole has other uses. People who tweet a question relevant to a TV show or channel to the @BARCIndia handle (which belongs to Broadcast Audience Research Council) will receive an immediate response, automated by Frrole. Users can also subscribe to the service to receive an automated daily tweet in response to queries like, “top movie of the day,” “most watched TV show of the week,” and so on.
 

Besides topics, Frrole can also help any brand understand its followers better. Its audience intelligence tool is aimed at marketers looking for in-depth understanding of their consumers. Sharma feels that social analytics companies focus on topic intelligence and neglect audience intelligence.
 

This is an excerpt from Tech in Asia. You can read the full article here.