Earlier this month, Pinterest dropped its invite only policy and saw nearly 23 million unique visitors. However, the new social media platform has a closed API making it difficult for tools to be built on the platform.
Through the Unmetric platform, brand managers can access successful Pinterest strategies. Unmetric’s Pinterest platform allows brands to unpack various metrics that contribute to their Unmetric Score, including: follower growth, content, frequency and sources of pins for a particular pinboard.
With sector specific Unmetric Scores, brands are able to quickly understand whether their efforts truly stand out. Being sector specific means a score of 80 for banks is different from a score of 80 for retailers, ensuring that brands are always comparing apples to apples. This same score, which has become the benchmark of brand success on Facebook, Twitter and YouTube, is now available for Pinterest. It is derived from various quantitative and qualitative metrics specific to the site, weighted and normalized by industry into single score ranging from zero to 100.
For brand managers and CMOs, these metrics will offer insight into the amount of resources other companies are allotting toward Pinterest activity. The platform also charts the reach of activity through the repins, comments and likes generated daily. Engagement is charted through the pin to repin ratio.
Unmetric raised $ 3.2 mn in series A funding led by Nexus Venture Partners in April this year.The startup took its present shape in September 2011 after it decided to pivot. EyesAndFeet, the earlier avatar, was targeted at US based local businesses which needed social media analytics. However, in September, the company pivoted and started creating social media tools for C-suite executives and marketing professionals and launched as a social media benchmarking tool.
The New York headquartered startup works with brands like Subway, Campbell’s, CitiBank, MRY and the Zocalo Group.