Social platform measures brands, competitors

Unmetric measures brand performance compared to competing brands, giving them more detail to their campaigns.

"The Unmetric Score provides intuitive and industry-first social media benchmarks," said Lakshmanan Narayan, CEO and cofounder of Unmetric. "With companies like Pepsi and Coke, or Ford and GMC hinging on their rivalries to drive business and engage their customers, the Unmetric Score is an intuitive, yet comprehensive way to gauge performance every month."

Here's how it works: Unmetric compiles more than 24 measurements - some algorithms, some by human computing - and provides the results as a score. Separate scores are compiled for Twitter and Facebook, the two biggest social networks. Scores range from 0 to 100 with 100 being the best; scores can't be compared across sectors. However, scores can be compared to competitors and the platform offers a 'public scoreboard' with different sectors so brands can see how they're doing month-to-month.

"Brands around the world today are witnessing an explosion in opportunities to reach customers through social media," said Jishnu Bhattacharjee from Nexus Venture Partners. "We've seen many social media monitoring and listening tools, but what impressed us most about Unmetric is that its technology platform uniquely mines the much-needed benchmarks from the deluge of social media data to provide firms with actionable insights on how they are performing against their competitors."

Nexus Venture Partners is leading a $3.2 million Series A financing round for Unmetric.

Tags: social marketing, social media content, social media measurement, social media trends, Unmetric