Mashable’s tool reveals how content is shared online

“Knowledge Graph” will answer that pesky question that marketing execs are always asking: “Can I see where our content is shared, and who’s sharing it?”

Mastercard has been the first brand to use the tool, tracking advertorials like this one. Here’s how it works, according to Advertising Age:

Mashable’s Knowledge Graph deconstructs the traditional share count by visualizing how a tweet can lead to a number of retweets, which can lead someone to share the content on Facebook, which can lead someone else to share it via email or text message. Then it displays those shares in a web-like chart documenting how a given piece of content populates on one social network and then another, which can help a brand’s social marketers decide the progression of their posts. The tool’s data is anonymized, so brands won’t be able to identify the individuals that are able to ignite sharing among a wider net of people.