In Touch with Innovation: interview with Tame

by Torsten Müller, Tame

Thursday, March 31, 2016      Torsten Müller            0

Editor's note: On 26 January 2016 the Future Media Lab. hosted its annual conference, which brought together politicians, media representatives, journalists, innovators and academics to discuss the impact of technology on Europe's media sector, particularly in regard to changes taking place in relation to audience engagement. In the run-up to this event, the Future Media Lab. team had time to talk to some of the leading innovators in Europe's media sector about the challenges they see and what solutions they offer.

In the seventh edition of the recurring interview series, "In Touch with Innovation", the Future Media Lab. team talks to Torsten Müller, Co-founder & CMO at Tame - a context search engine for the real-time web.

What is the main idea behind your start-up?

To tame the flood of information on Twitter.

What observation kicked off your project?

The increasing value of Twitter for global and local events, combined with a frustration of using the platform for efficient information research.

What is your added value to media companies in audience engagement?

Geo-located, real-time insights of audience conversions (on Twitter). Tame tells you what your audience is interested in, when and where.

What is the biggest challenge for an effective collaboration between media companies and innovative start-up companies?

A too high demand for a one-size-fits-all solution and not enough willingness to experiment with smaller, more focused products.

How do you help publishers to engage with various audiences across platforms (including the social media)?

We believe that publishers should listen to their audience first. Thus, we specifically help with identifying audiences on social media (Twitter), analysing their conversions and as a result help publishers generate targeted content.

If you are a media company on which platforms do you have to be mostly visible?

In general, where your current or future potential audience is. But you need to have the tools to identify your audience.

What makes social media more relevant than any other platform?

The reception habits of the audience have changed dramatically. Social media has taken over as the major means of distribution, especially for younger audiences.

How can the integration of a brand ambassador be part of the audience engagement strategy?

Messages that are distributed by people, not by brands, facilitate more engagement.

For more information about  Tame, visit www.tame.it.