TECHCRUNCH — Last August, we wrote about Lunch.com, a reviews site that’s setting out with the goal to make the world a better place by changing the way people think about each other (as I wrote then, it’s a pretty lofty goal). Today, the company is launching a new feature called Communities that lets users build their own review sites around any niche topic. The new feature can be likened to a ‘Ning for review sites’. As a community founder, you select a topic on whatever you’d like, then invite other users to contribute reviews and other content (you can elect to moderate this as it comes in)...

MEDIAPOST — Email marketing firm StrongMail said it has launched a new "campaign management application" for social media marketers tabbed Social Studio. Among its aims is to help marketers use social-media channels to find brand advocates, while measuring their effectiveness in carrying forth messages. "Brands understand very clearly that consumers have surrounded themselves with influencers and the trick is how do you communicate with those consumers, given the fact they're not necessarily as easy a direct target as they used to be," said Ryan Deutsch, vice president of emerging media at StrongMail...

THE SOCIAL TIMES — Sometrics is today launching GameCoins.com – a community and virtual currency marketplace website targeted at social game players. GameCoins.com focuses on highlighting sometrics’ partner games, such as War Rock and Sorority Life, and then providing a marketplace and community site around those games. Gamers can chat with other players about the games, but using the marketplace they can also earn their favorite games currency using Sometrics’ offers and standard payments. GameCoins has already signed up 20k users who have used the community elements of the site to post several strategy guides to each of their favorite games...

TECHCRUNCH — Fresh off an $80 million acquisition by Shanda Games, Flash game advertising network and payments platform Mochi Media is launching a social gaming platform and a $10 million fund to invest in game developers. Mochi Social allow developers to build social features into their games such as inviting friends, sending gifts, or posting to an activity stream...

MEDIAPOST — Fan Appz will release Tuesday a social media marketing platform to aid small- to-medium-size businesses (SMBs) engage fans on Facebook. The platform, Professional, lets Facebook page administrators create and distribute brand-specific polls, quizzes and promotions that fans can share with friends to extend brand awareness and drive traffic...