social benchmarking

Unmetric Raises $5.5M To Help Companies Measure The Competition On Social Media

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Social analytics startup Unmetric is announcing that it has raised $5.5 million in Series B funding.

The company’s website asks, “Is your brand social enough?” and Unmetric tries to answer that question by tracking more than 10,000 brands on Facebook, Twitter, YouTube, Pinterest and LinkedIn, looking both at what those brands do and whether it’s effective. That allows customers to see how their own activity is performing and how it compares to their competitors.

For example, last year I wrote about the launch of the company’s SatisfactionMetrics feature (which tracks brands’ responses to customer service requests on social media and breaks those responses down by type) and its feature for scoring the virality of YouTube campaigns.

More recent additions include a system called T+ Amplification Metrics, which scores the engagement of tweets based on retweets, favorites and replies, as well as a similar LinkedIn Engagement Score. (To be clear, Unmetric’s data for both social networks goes beyond a simple score, but the score is an easy way to compare success.)

Unmetric has now raised a total of $8.7 million. The new round was led by JAFCO Asia with participation from previous investor Nexus Venture Partners. Not surprisingly, given the investment from an Asian firm, Unmetric says it will use the funding for global expansion, as well as adding even more social networks to its system.

Customers include Subway, Chevrolet, Under Armour, GroupM, Fleishman Hillard, and LBi. Unmetric says its biggest success thus far has been in the automotive industry, either working with the companies directly or with their agencies (or both).