Editor\u2019s note: Traction Watch is a new column focused obsessively on growth, and is a companion to the DEMO Traction conference series, which brings together high-growth startups with high-potential customers. The next DEMO Traction will take place in Boston on September 16, 2015. Growth companies can apply to present, attendees can register here. \n\nThis is the second in a series of posts profiling the Spring 2015 Demo Traction Champions. Judges and attendees at the one-day DEMO Traction conference, held April 22 in San Francisco, chose five startups that are using technology to solve big problems in innovative ways. Unmetric was named the Traction Watch: Marketing Champion. Read more about the winners in \u201cTraction Watch: Meet The Spring 2015 DEMO Traction Champions.\u201d\n\nIn the traditional social media workflow, you publish updates to social networks using a platform such as Hootsuite. And you monitor what others are saying on social media using tools like Radian6.\n\nIn this workflow, though, marketers are often left wondering if their last piece of content or campaign \u201creally struck a chord,\u201d said Lakshmanan Narayan, CEO and co-founder of Unmetric, during his winning presentation at the April 2015 DEMO Traction conference in San Francisco. It\u2019s also difficult to determine what will motivate your followers to comment, share, and like your content, he noted.\n\nUnmetric offers a SaaS-based \u201csocial media intelligence platform\u201d to solve these problems for brand marketers, Narayan said. Using the Unmetric platform, marketers don\u2019t simply publish updates and monitor reaction to them. They can compare their efforts on Facebook, Twitter, YouTube, Pinterest, Instagram, and LinkedIn with those of 30,000 other brands across 200 million pieces of content and 22 billion interactions the content has had in terms of likes, comments and shares, Narayan explained.\n\nArmed with that data, marketers can \u201cfigure out what works and what doesn\u2019t\u201d and \u201cuse historical data to predict how well your content will do,\u201d Narayan said. Thus, brands can publish social media content \u201cmore intelligently.\u201d\n\nThere\u2019s a growing need for marketers to make sure their content clicks, Narayan explained, as many people\u2019s jobs today depend upon it, to some degree. As an example, he pointed out that 11 million LinkedIn user\u2019s jobs have \u201csomething to do with social media.\u201d\n\nFollowing Unmetric\u2019s DEMO Traction presentation, judge Kara Nortman said, "I thought the Unmetric team put together a compelling presentation and did a great job differentiating themselves from the competitive market by virtue of their customer list and focus on actions, not just data.\u201d Nortman is a partner at Upfront Ventures, a Los Angeles-based venture capital firm.\n\nSince Narayan co-founded Unmetric in 2011, the New York City-based startup has gained traction quickly in the social media analytics vertical. Unmetric currently has 141 brands and agencies as clients, including Walmart, General Motors, Havas Worldwide and Mindshare, across a variety of verticals in 16 countries. The company more than doubled its client base in 2014 and grew its staff by 50 percent in its U.S. and India offices. Unmetric currently has about 80 employees, Narayan said.\n\nForbes named Unmetric one of 15 Social Media Companies to Watch in 2015. \u201cRather than taking hours or days to analyze data, Unmetric can analyze your marketing efforts in minutes and compare them to relevant competition,\u201d Forbes noted. \u201cIt even provides real-time alerts when content your competition posts is driving more engagement than usual.\u201d\n\nOn May 5, Unmetric announced Paid Post Detection, designed to give marketers analytics of any brand\u2019s paid vs. organic Facebook and Twitter posts and to compare engagement levels from one post to another.\n\nPaid Post Detection is significant because Facebook doesn\u2019t publicly identify the number of posts on its site that are paid, making it difficult for marketers to easily differentiate between a competitor\u2019s paid vs. unpaid posts. This has been a problem some Unmetric users have cited. \u201cAs social platforms continue to add paid content opportunities, an even deeper understanding of what content is paid would be helpful,\u201d noted a user in his Unmetric review posted on G2 Crowd, a software review platform, before Unmetric\u2019s Paid Post Detection announcement.