Engagement Score

The Unmetric Engagement Score is the measure of audience responses to a brand’s content and activity on a social network. We calculate the Engagement Score by weighing audience interactions such as Likes, Comments, Shares or Favorites, Replies and Retweets on brand content. We divide that sum by an estimated number of people that make up a brand’s accessible audience on a given social network. For more information on the Unmetric Engagement score, see:

Average Reply Time - Twitter

A brand’s Average Reply Time is the average time it takes a brand to respond to a Tweet from a customer that mentions the brand’s Twitter handle. However, note that the responses are calculated only for indigenous Tweets directed to a brand; this does not include Retweets.

Average Response Time - Facebook

A brand’s Average Response Time is the average time it takes a brand to respond to a comment on a Brand Facebook Post or User Post from a customer on the brand’s Facebook Page. However, note that these responses are calculated only for Posts on the brand Page.; Comments that are part of a larger Post are not included.


This identifies how customers perceive a brand. Using Natural Language Processing, we sift through Facebook brand, fan Posts and Twitter mentions and find indicators that tell users with a certain degree of accuracy if their brands evoke a positive, negative or neutral sentiment. We’ll not only tell you the overall sentiment shown towards your brand, but also break down the sentiment on a per post level.

Unmetric Score

The Unmetric Score has two components -

  • The Audience Strength and the Engagement Score. The Audience strength represents the size (share of market, presence) of the brand within the social network.
  • The Engagement score represents the brand’s engagement with customers (interaction, velocity). These components are built from a number of underlying metrics including (but not limited to) Total Fans, People Talking About, Engagement of brand, Sentiment of posts, Number of Brand Posts, Fan Growth rate for Facebook.
  • These metrics are run through a number of statistical filters (normalizing across the sector, normalizing variances between metrics, outlier filtering, weighted averaging etc) to produce a single benchmarkable score.
  • The number is normalized to give brands a score between 0 and 100. Hypothetically, the best performing brand within the sector is assigned a score of 100. All other brands within the sector are scored relative to this. The scores are unique to each sector and cannot be compared. A score of 80 in the Aviation industry is different from a score of 80 in the Banking industry.