Social data analytics startup, Likely, has secured a £1million (US$1.6m) equity investment led by growth capital fund New World Private Equity together with seed and early stage fund Charlotte Street Capital. The investment will be put into product development in the UK. Stephen Altman from NWPE and Bo Pedersen from Charlotte Street Capital will both join the board.
Founded in 2011, Likely is one of those analytics startups that looks at feeds such as those from the Facebook Open Graph and tweaks Facebook strategies for clients. It’s done this for Coca-Cola and the British Government amongst others to date.
By looking at follows, shares and comments Likely says it can discover the people who are most likely to engage with a brand’s content, understand what content will resonate most with them and attract them to a brand’s social media presence.
Daniel Shore, CEO of Likely says “A brand is simply a collection of ideas that people are passionate about – we are using the vast amounts of data generated by social media to better understand and tap in to these passion points.”
Competitors include general social listening tools such as Radian6, Buzzmetrics and Ubervu and general social media marketing tools such as Buddy Media, Wildfire and Syncapse. To some extent they also compete with Rummble Labs.