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"If you can see what your competition is doing, and what is working for them, then in theory you stand a better chance of being able to beat them.\nUnmetric is a new social benchmarking tool to do just that. \u201CBrands have always been obsessed with what their competitors are doing in media,\u201D Lakshmanan Narayan, CEO &amp; co-founder of Unmetric told Mashable. \u201CWhat we do is help you see: What your competitors are doing, what's working, what's not, and what we can learn from that.\u201D \nThe service tracks the Twitter and Facebook activity of different brands, and then helps you see how those brands are engaging with customers. Brands are also given an Unmetric Score, which is a compilation of more than 24 qualitative and quantitative metrics measuring online brand performance against competitors. Scores are unique to each sector, so you won\u2019t have an airline being scored against a candy company or a bank being compared to a mobile phone company.\nWhat makes Unmetric interesting is that it not only looks at when your company is communicating via social media, it looks at when and what types of communication you're sending out and provides detailed information about what you could do better. For instance, if you worked for American Airlines, you could also follow competitors such as Delta and United using the service and keep track of what they're up to.\n\nUnmetric provides basic information such as how many followers an account has acquired or lost in a week, but also adds in details such as what those brands tweeted and when. For Twitter, Unmetric can let you know whether the brand was tweeting about themselves, the industry, or something general like \u201CHappy Holidays,\u201D as well as how well that message was received. The site also tracks how long it takes a brand to reply to an @ message, and whether comments on its Facebook wall are positive or negative. \nRather than just hit you with the raw numbers, Unmetric also breaks down those numbers into action items that you can use to advance your brand. The service points out key details such as @flyfrontier is the fastest at responding to tweets, taking just 2 minutes. @United, however, is the slowest, taking an average of 287 minutes to respond to customers. \n\u201CThe Unmetric Score provides intuitive and industry-first social media benchmarks,\u201D says Narayan. \u201CWith 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.\u201D\n\nCustomers can log into Unmetric to check out score at any time, and receive a digest of the week's information via email. Unmetric also alerts customers when a competitor does something out of the ordinary that seems to garner a huge response. For instance, if Southwest started running a promotion to \u201CLike\u201D them on Facebook and suddenly grew by several thousand followers, the company would notify clients who are following the airline on the service.\nCurrently Unmetric is priced for and caters to larger businesses. Narayan says, \"This is powerful data, but you need powerful people to take advantage of that data.\"\nWhat do you think about Unmetric? Do you think companies can do better in social media by keeping track of what they're competition is up to? Let us know your thoughts in the comments."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/04/10/unmetric/>