SocialReplay is one of 53 companies chosen by VentureBeat to launch at the DEMO Spring 2011 event taking place this week. These companies do pay a fee to present, but our coverage of them remains objective.

For businesses looking to get more actionable qualitative data out of their Facebook Pages and Twitter profiles, SocialReplay today launched at DEMO Spring 2011.

Rather than just looking at quantitative data, such as total number of “likes” or “followers,” the company is claiming insights into customer behavior using a specific set of metrics. It takes a daily snapshot of a brand’s Facebook Page or Twitter profile and indexes it, focusing on all published and contributed content, such as videos and pictures, and detailed context, likes or comments.

According to the company, the result is much more actionable and quantitative reporting on how well the social page or profile is doing, including specifics on how consumers are engaging with the brand. For example, a brand could see the “top contributors” on its Facebook page. The type of data that may help a brand be more strategic in selling a product or service or that could create more loyal customers by offering specials or promotions.

The social media monitoring space is very crowded. Dozens of companies are offering brands the opportunity to scan and index the web and social networks for current and potential customers, including Radian6, Visible Technologies, ViralHeat and Sysomos to name a few. SocialReplay may have the niche it needs to be successful by focusing on more specific pieces of data within just Facebook and Twitter rather than the entire web, although I wonder if Facebook and Twitter, both of which have analytic tools, won’t eventually offer the same information.

The New York City-based company, founded in 2008, secured an angel round of funding for $1 million and currently has 8 employees.

VentureBeat's mission is to be a digital town square for technical decision-makers to gain knowledge about transformative enterprise technology and transact. Discover our Briefings.