• by Mark Walsh  @markfwal, September 19, 2013

Social media analytics firm Unmetric on Thursday announced raising $5.5 million in a second-round funding led by JAFCO Asia and including existing investor Nexus Venture Partners.

Unmetric is known for developing a benchmarking system that scores brands' performance on major social media properties based on 24 different metrics, including tags, comments, and views. The idea is to provide a more complete picture of a brand’s social influence than simply the number of likes or followers amassed.

The company says its database now contains information on social campaigns and content for more than 10,000 brands across Facebook, Twitter, YouTube, Pinterest and LinkedIn. That includes everything from response times to customer tweets to average video view length to tracking branded apps on Facebook.

Unmetric clients include Subway, Chevrolet, Under Armour, GroupM, Fleishman Hillard, and LBi. 

With the new funding, the company said it plans to expand further into global markets and increase the number of social channels its platform supports. It will also boost marketing efforts to attract new customers and raise awareness around competitive intelligence in social media. It most recently added LinkedIn analytics and launched an enhanced Twitter service that helps brands gauge the effectiveness of hashtag campaigns.

In connection with the investment round, Unmetric also expanded its board of advisors to include Mobile Marketing Association CEO Greg Stuart, Evol8tion founder Joseph Jaffe, Stephanie Agresta, global director of digital, MSLGROUP, Cultivated Wit CEO Baratunde Thurston, and Brian Condon, EVP, commercial development at Scarborough.

New York-based Unmetric previously raised $3.2 million in venture financing in April 2012.