Urber is a UK-based start-up that has developed a city blogging platform where users can share what they love about their city. To create this platform, the development team turned to MongoDB for its high scalability and ease of development. The team found MongoDB's document object model suitable for social media platforms, allowing them to easily connect information and make data-driven decisions. With MongoDB, Urber is able to focus on growing the business rather than managing complex data structures, which has enabled the company to scale rapidly and achieve significant growth in users and content. The platform also integrates seamlessly with Twitter, handling unstructured social media data efficiently.