Booting Up: Smart social media

It’s the dirty little secret of social media managers around the globe: For all the money clients and brands spend on creating content, determining the best time and place to post that content is mere guesswork. And sometimes you guess wrong. Local startup Cortex aims to turn those guesses into a science, using predictive analytics and machine-learning algorithms that allow computers to learn from data to figure out how and when to showcase social media content. It’s artificial intelligence applied to social media, and they’re the only ones doing it. “Everyone has invested in social media to some degree, and Cortex makes sure they get the most for that investment,” said Cortex CEO Brennan White, 32, a Weston native and angel investor. “The first generation of social tools has done…


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