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Social Connections has released MashedIn.com (www.mashedin.com), an application that allows you to identify mutual connections across multiple social networks. MashedIn gives a widget that can be added to a website or blog where your website visitors can authenticate with either Facebook, Twitter, or LinkedIn to reveal common connections to the widget owner.

People have different groups of friends or connections on various social networks they use on a regular basis. Being able to realize mutual connections across multiple networks steps-up the chance you'll find common linkages. MashedIn offers a key value to companies and business professionals. You can visit a business website or profile and be able to see if anyone you know is connected. For the business, it is like finding a quick introduction to someone who is otherwise totally anonymous. Each connection you reveal offers more context for the visitor.

The MashedIn team defeated considerable technical obstacles to make the application. "MashedIn is deployed entirely in the cloud on Google App Engine," notes CTO Jason Collins. "This framework, combined with MashedIn's parallel processing extensions, allows us to query social networks in a massively parallel manner and traverse large graphs of social connections. This approach allows for relevant, meaningful social connections and recommendations to be presented to the user almost instantaneously, despite having to gather and process large amounts of data from a number of third-party sources."

Social Connections, (www.socialconnections.com) based in Saskatoon, Canada, develops software to leverage social networks and improve trust. The foremost solution released by the company in early 2009 was a reputation management toolkit for small businesses called StepRep. MashedIn is designed to have deeper applicability for individuals to improve trust and identity through social connections.

Social Connections is a wholly owned subsidiary of VendAsta Technologies, which raised $3 million in the summer of 2008.