Since launching in June, startup SocialShield has been focused on refining its product for helping parents keep their kids safe on social networks. But in an interview earlier this week, cofounder Arad Rostampour said the company is now shifting its energy from product development to pushing its service out into the market.
The San Bruno, Calif., company’s goal is to provide parents with a deeper look into their kids’ social network activity than they can find on existing services (such as SafetyWeb). That includes a dashboard that aggregates relevant information across social networks, plus alerts whenever there’s a potentially inappropriate discussion or a friend who may not be who they claim. (SocialShield determines suspiciousness by looking at the friend’s profile and also searching more than 50 other databases.)
From a teenager’s perspective, giving a parent that much insight into their social network activity sounds like a nightmare, but Rostampour said the company is trying to get kids more involved in the process. Initially, SocialShield asked parents to provide the access to the child’s accounts. Now it can send the child an email invite, and the kids give SocialShield access. SocialShield also devotes a section of its website to explaining why the service can be advantageous for kids: “Let’s face it, the more relaxed your mom and dad are about your Internet usage, the less uptight everyone will be.”
SocialShield is starting to look at marketing possibilities to spread awareness of the site, Rostampour said. And beyond the site itself, he said there are a number of distribution deals in the works, though it’s too early to provide any details.
Rostampour said his company is the first to provide parents with this level of access to their kids’ social network activity. Asked how SocialShield will differentiate itself as competitors emerge, he said the team has put a lot of thought into not just aggregating the data but making it comprehensible for parents. Rostampour also wants to turn SocialShield into a site where parents can learn more about these issues — that’s why it allows them to share their concerns with each other, and why it has recruited bloggers like family therapist John Trent and cyberbullying expert Jodee Blanco.
SocialShield raised a $2 million seed round last fall from Venrock, US Venture Partners, Adify CEO Russ Fradin, Gaia Online CEO Craig Sherman, Offerpal CEO George Garrick, Playdom cofounder Rick Thompson, comScore chairman Gian Fulgoni, and Adify cofounder Larry Braitman. When I asked about future funding plans, Rostampour acknowledged that SocialShield will probably need to raise another round sometime soon.
SocialShield costs $10 a month, with 20 percent off if you sign up for an annual plan.
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