I am very pleased to announce that my firm has invested in Unmetric, a New York-headquartered company that is the leader in providing competitive intelligence on over 10,000 global brands that use social media. These three pieces contain further details.
We invested in Unmetric because of our answer to this question: how are large enterprises using social media within their broader marketing and customer service strategy?
In our view, the first stage of enterprises truly engaging with social media was when brands formally started listening to what customers were saying online, using such tools as, for example, Radian6 (bought by Salesforce for $326 million in 2011).
The second stage of brands rapidly coming to grips with social media was when enterprises began reaching out to customers to build relationships with them, Buddy Media being one of the tools used for this (also acquired by Salesforce for $689 million in 2012).
What Unmetric does is then the logical next step: benchmarking your brand against the competition and figuring out on a daily basis what, when and how to post online for your brand to achieve the best engagement. As far as a time-poor digital marketing manager or agency researcher is concerned, it's like having a super-human team of data scientists, market researchers and software engineers all working together to deliver key insights -- not just metrics -- in real time.
But let's not deal in abstractions. Here's a typical report prepared by Unmetric, this one analysing the US telecom industry. See slides 9 to 13 for examples of the kinds of insights Unmetric provides its customers.
Customers generally see insights like this not on static reports but on a personalised dynamically changing dashboard, on which they can click through for further details.
Update: I forgot to mention that they're always on the lookout for smart and fun people to join the team. Please spread the word.