I am a Co-founder and front-end developer for ReadrBoard -- a startup that is currently in beta-testing with a few launch partners.
ReadrBoard is a tool for online publications which gives their readers a new kind of reaction button. It lets readers express any reaction to any part of an article including text, photos, and videos.
For example, beyond just "liking" an article, you can say a picture is
"cute", a video is "funny", or a phrase is "outrageous". And then you
can engage in discussion about that specific content right there in its
context on the page.
ReadrBoard is working to build the next evolution of conversation in online media.