Falcon.io acquires Unmetric to create unified Social Media Management solution

Falcon.io, the social media management division of martech software and services provide Cision, has acquired Unmetric, a leader in delivering insights from social benchmarking, audience engagement, and content performance.  Unmetric delivers public data from leading global brands across social media channels, enabling companies to enhance their content strategy, better engage with their customers, and spend time where it matters, delivering on business objectives and ROI.  Falcon.io will integrate Unmetric into their Social Media Marketing platform, enabling customers to drive consistent brand experiences across social content, engagement, and insights.  Ulrik Bo Larsen, Founder of Falcon.io and President, Cision Social, said:

"Our mission is to deliver a powerful social software suite that enables the brands we serve to win in their markets. The Unmetric acquisition gets us closer to this vision. Giving brands the ability to benchmark, monitor, measure, better engage with their customers and audiences, and create and publish powerful content all in one unified platform across multiple channels will help them win."

Lux Narayan, CEO of Unmetric, commented: "Marketers are often data rich and insight poor. This is especially true in the content ecosystem where brands are communicating at the speed of culture. Brands, therefore, need to continually benchmark their social campaigns, content and channels, and use insights from the past to fuel campaigns for the future. Unmetric brings this historical perspective to the Falcon.io platform to help brands and agencies create more compelling content."  Falcon.io will now work with brands that Unmetric has been serving for years, such as Unilever, Pepsi, General Motors, Amgen, Bombardier, Edelman, TBWA, Homeaway, Away, GroupM and many more. Unmetric's social media marketing capabilities will be incorporated into the Falcon.io customer offering, and Unmetric's team will be integrated into the Falcon organization and continue to build and expand on the use cases they have successfully taken to market.  Cision is a leading global provider of earned media software and services to public relations and marketing communications professionals. Cision software allows users to identify key influencers, craft and distribute strategic content, and measure meaningful impact. Cision has over 4,800 employees with offices in 22 countries throughout the Americas, EMEA, and APAC.