British "Silicon Roundabout"-based social data analytics provider, Likely Limited, announced the completion of a $1.6 million (£1million) equity investment led by growth capital specialists New World Private Equity together with seed and early stage specialists Charlotte Street Capital.
Founded in 2011, Likely is a social media data collection and analysis company, and has helped companies such as Coca-Cola and the British Government develop an engaging, relevant presence on Facebook.
Likely has created a data set of more than five billion social interactions - such as follows, shares and comments - to better understand how people cluster around things they are passionate about. By looking at brands as a collection of "passion points", Likely says it has found that it is significantly easier to discover the people that are most likely to engage with a brand's content, understand what content will resonate most with them and attract them to a brand's social media presence.
The $1.6million investment enables Likely to expand sales and marketing efforts internationally and to build the product development team in the UK. Stephen Altman from NWPE and Bo Pedersen from Charlotte Street Capital will both join the board of Likely.