Dive Brief:

• Unmetric Track is the latest web app from the social media intelligence platform and allows marketers to keeps up with their competitions’ social media campaigns on Facebook, Twitter, Instagram and YouTube.
• The new Unmetric app is designed to work with social media command center products such as Salesforce Radian6, Netbase, Oracle SRM, Brandwatch, Sprinklr and HootSuite.
• The app enables marketers to focus on real-time marketing around specific events, keeping track of visual content from multiple competitors and can be customized based on social channel, geography and industry.

Dive Insight:

"As a marketing channel, social media allows brands to inject their voice into virtually any conversation around major tentpole events like the Super Bowl and smaller niche events too," Lux Narayan, chief executive officer of Unmetric, said in a statement. "As a marketing signal, social media is increasingly breaking away from itself and providing insights into larger marketing activities. For any brand with a marketing command center, Track will be an essential tool for monitoring what competitors are doing, when they’re doing it and how well it’s working."

GroupM is using Unmetric Track with its social media brand marketing. Karthik Nagarajan, national director of content and social media, GroupM, explained that real-time marketing is central to their strategy and tools like Track help give their clients an advantage.

"Track completes any social media command center with visual competitive intelligence on brands and provides actionable insights for our own content and campaigns," Nagarajan said in a statement.

Unmetric is offering the Track web app as a custom built tool for brands based on business sector and the competitors the brand wants to monitor.