The New York-based social ana­lyt­ics web­site Unmetric has just raised $5.5 mil­lion in Series B, tak­ing its total invest­ment to $8.7 mil­lion. And most sea­soned prod­uct man­agers will see why: over the last year, it’s been adding some pret­ty nifty tools to its ana­lyt­ic repertoire.

How to impress a sea­soned prod­uct man­ag­er 

The com­pa­ny asks brands a sim­ple ques­tion: “Are you social enough?” Then it sup­plies them with an answer. It tracks over 10,000 brands over a raft of social shar­ing sites (Twit­ter, Face­book, YouTube, LinkedIn and Pin­ter­est), mon­i­tor­ing what they’re doing and whether they’re work­ing. Not only can brands get a pic­ture of how their activ­i­ties are per­form­ing, they can com­pare their per­for­mance with that of com­peti­tors, too.

YouTube was added last year, and the data Unmetric col­lects there can’t fail to impress the job­bing prod­uct man­ag­er. It mon­i­tors 24 YouTube met­rics to test the effec­tive­ness of a brand’s video cam­paigns, includ­ing views, rat­ings, favorites and tags. Then it crunch­es the data into a chan­nel score of between 0 and 100. Last year, Chevro­let hit an Unmetric score of 60, which encour­aged it to upload more YouTube videos which between them added up to three hours.

Glob­al ambitions

But the wiz­ardry doesn’t stop there. Also added last year was the new Sat­is­fac­tion­Metrics tool, which eval­u­ates how effec­tive­ly brands han­dle cus­tomer ser­vice on Twit­ter and Face­book. Although it doesn’t pro­vide infor­ma­tion on whether cus­tomers end up being sat­is­fied by the respons­es they received or not, it does reveal indus­try norms and best prac­tices. The tool tracks response time and then groups brand respons­es to cus­tomer queries into five cat­e­gories – invit­ing a cus­tomer to send a direct mes­sage, invit­ing them to call a num­ber, apolo­gies, ask­ing them to send an email and direct­ing them to a link. If that’s what the com­pe­ti­tion is doing, then it behooves brands to fol­low suit.

More recent­ly, a sys­tem described by Unmetric as “T+ Ampli­fi­ca­tion Met­rics” has been added, which mon­i­tors favorites, replies, and retweets on Twit­ter to gauge the engage­ment of tweets (LinkedIn gets an Engage­ment Score, which oper­ates on sim­i­lar principles).

Pre­vi­ous investor Nexus Ven­ture Part­ners par­tic­i­pat­ed in the lat­est fund­ing round, which was led by JAFCO Asia. Unmetrics says it will use the cash to add more social net­works to its ser­vice and to expand internationally.