Unmetric Picks Up Social Media 'Outliers'

New York-based social media tracker Unmetric has added new 'outlier detection' capabilities to its 'Analyze' package, allowing digital marketers to identify and analyse particularly high-engagement content on Facebook, Instagram and Twitter.

The package gives users a 'visual stream of content' from selected competitors they wish to keep a close eye on. The 'outliers' feature automatically detects unusual patterns of publishing activity and surges in audience interaction, outside the normal ranges - either in terms of standalone metrics (likes, comments, shares, retweets) or the proportions between them. Examples include a Post or Tweet Storm or Surprise (rapid or unexpected addition of content); an Engagement Surge; or an Engagement Proportion flag, where for example a post got 17 times more shares than likes. Unmetric says the benefits include the ability to spot trends or events that may get missed in a larger feed; and help in detecting possible issues early - for example to investigate a possible unfolding social media crisis through outliers such as a comment surge.

CEO Lux Narayan comments: 'Unmetric's mission has always been to help brands cut through the noise in the battle for mindshare and get straight to the insights that matter most about their competitors' content. The outliers feature refines this further by taking that universe of social posts from competing brands and spotlighting the most attention-worthy content in its own visual feed that's easy to follow and react to'.

Founded in 2011, Unmetric is headquartered in New York City with offices in Chennai, India and the US, and is on the web at www.unmetric.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.