Unmetric Adds Facebook Reach and Impressions

New York-based social media intelligence firm Unmetric has added Facebook post reach and impressions data to its Analyze platform, enabling analysts to benchmark competitors' Facebook post data against their own.

Unmetric tracks and analyses the online behavior of 35,000 brands segmented across more than 30 sectors, for social media channels including Twitter, Facebook, Pinterest, YouTube, LinkedIn and Instagram. Brands use the platform to benchmark their social media presence and investment against competitors.

The new feature uses machine learning algorithms to estimate a brand's Facebook post reach and impressions based on a number of factors including audience size, the time of day the content was posted, and the number and type of audience interactions. The resulting data can be benchmarked against that of their competitors, which the company says is significant because Facebook currently only provides brands with reach and impressions data for pages the brand controls.

CEO Lux Narayan (pictured) comments: 'While reach and impression data could be viewed as a throwback to traditional mass media advertising, it's often the first metric social media analysts bring up because it's easy for everyone to understand the number of people who saw your content. Even with so much available data, reach metrics were one of the top two features our brand and agency clients requested, second only to the ability to detect competitors' promoted posts, which we introduced earlier this year'.

Web site: www.unmetric.com .