What does Underhood stand for, and why does Underhood exist?

We believe online reputation has become a key element in determining a success of a company or brand. To put it clearly: reputation is directly linked to company’s financial success.

So far, there have been no proper tools to measure online reputation. Now there is.

Our main goal is to help our customers measure their reputations and improve them so they can build better companies or brands.

What does Underhood analyze, and why?

Underhood analyzes companies’ and brands’ online reputations.

We measure different factors associated with online reputation, such as communication activity, visibility, and the quality of communication with stakeholders.

Can Underhood predict the future?

No. Predicting the future is impossible, even for us, but we aim to provide the most accurate picture of the present possible. The method we use is called nowcasting. We are working with the science community to find correlations between financial and social media metrics, which we think will be an extremely exciting area in the future.

Who uses Underhood?

Companies, from big to small, that want to analyze and develop their performance on today’s social web, marketing and communication agencies, and reputation management professionals all use Underhood. And, many financial institutions and investors are excited about Underhood’s potential to help them value companies.

What in the world is a Similarity score?

The Similarity score measures the similarity of the language you and your audience use. Using the same language as your audience leads to successful communication, which is shown by a good Similarity score.

Underhood also uses sentiment analysis to discover how your audience feels about you.

What’s the point of the Dialogue score?

You could say that this is the most important score. It tells you how active you are, how attractive your stories are, and whether people are liking, commenting on, and sharing your stories. Last but not least, it tells whether you are interacting with your audience.

The Dialogue score, like most of our metrics, is calculated by dividing certain values (e.g., likes, comments, shares per post) by the number of your followers. That lets us measure the quality of your relationship with your audience.

What does the Visibility score tell me?

The Visibility score tells you the size of your audience and how much they are talking about you. After all, how can you have a reputation if nobody knows you?

Why does Underhood emphasize Facebook so much in analyses?

Facebook is the most important social media platform since it has over 1.6 billion active users, so it’s kind of a good starting point.

Facebook has also biggest variety in terms of types of users, so we can measure reactions from a very diverse audience.

I don’t want everyone to see my Underhood scores because they are so lousy. What can I do?

Don’t get depressed. Someone else surely has worse scores than you do. Cheer up and start systematically improving your online presence with Underhood. The big idea behind Underhood is transparency and learning from each other’s scores.

How do I get better scores on Underhood?

Here’s a free three-step quick fix: tell the stories your audience is interested in, use the language they speak, and stay on dialogue! We know, it’s easier said than done.

Why should I give a shit about Underhood scores?

Underhood scores aren’t an end in themselves. However, they convert your and your audience’s actions in a measurable form, which enables you to track, analyze, learn from, and improve your online functions. The better you do, the more likely you are to succeed in your business.

Do Underhood scores have something to do with SEO?

There’s no direct link to search engine optimization. That said, search engines like what people like. So if you publish good stuff that people want to read, comment on, and share, search engines will find your stories more easily.

How does Underhood outperform other social media analytics tools?

Underhood is much more than a social media analytics tool. Since we focus on showing the reputation of a company or a brand, we constantly add new data sources to provide the most accurate reputation metrics possible.

Reputation is always earned. It reflects the way the world sees a company, and ultimately, it is linked to the reason a company exists.

Many social media analytics tools use complicated dashboards. We don’t. You don’t need to have a degree in computer science to use Underhood. You don’t even need to be a social media manager or even have multiple personal social media accounts. You just need to realize the importance of your company’s online reputation. We will not give you a data overdose—we only show you conclusions that you can act on.

We are also crazy enough to show everybody everyone else’s metrics, which means we offer total transparency. All the data you see about your company can be seen by others too. That makes comparing companies easy and helps our users learn from the best.

Why do I have to log in with Facebook?

It’s an easy, simple way to login. You don’t have to generate one more new username and password. We also use your login to fetch data from Facebook—not your data, but data from the companies you want to follow.

I don’t have a Facebook account. Can I still use Underhood?

Yes, to some extent. You can view the companies that are already in the Underhood database, but you can’t add new ones to track or compare them.

We highly recommend that you get at least a Facebook account now and start socializing. Your customers, business partners, and other stakeholders (and even your friends) are there, too.

What do I get when I get a Premium subscription?

With a Premium subscription, you’ll get access to a super-powerful tool: Premium Dashboard. With Premium Dashboard you can create ranking lists and see the best performing posts from the brands listed on your rankings. As a bonus, you’ll also get downloadable reputation reports on brand pages. Premium plan will allow 5 people to use Underhood. And you can manage your team, too.

How do I get a Premium subscription?

1. Go to https://underhood.co/plans.
2. Log in with Facebook.
3. Fill out the short form and we will contact you right away to get your subscription started.
4. Done!

Do I have to pay VAT?

It depends on where you are from and whether you have a valid VAT number.
1. Clients outside the EU are not subject to VAT.
2. Clients from the EU, excluding Finland, with valid VAT numbers are charged zero-rated VAT.
3. Consumer clients and company clients from the EU who don’t provide a valid VAT number are subject to the VAT rate of their home country.
4. Finnish companies and consumer clients are subject to 24% added VAT.

What if I’m not satisfied with Underhood Premium?

Please tell us what’s wrong by emailing us at [email protected] so we can figure out how Underhood can better meet your needs.


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Your Premium trial just started!

Guess what, you can now use all Underhood features for free for 2 weeks.

What you get:

Access to our new Dashboard with social ranking lists
Unlimited PDF-reports from brand pages
+ a lot more

And that’s not all: If you order Premium or Corporate Plan during your trial period, you’ll get 15 % off. For life.

Your info

Please fill in the details about you below.

Welcome to Underhood’s new Dashboard

Here you can create social ranking lists and see the best updates from the brands you add to your lists. A social media tool anyone learns to use in seconds!

“I’m more than impressed. This will help me more than you can imagine.”
- A feedback from our client

Remember: If you order during your free trial, we'll give you -15% discount. For life.

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Please upgrade to access

  • The dashboard with ranking lists and top posts
  • Comparison features
  • Progression data
  • Downloadable social success reports

Shared listing:

This listing contains brands, including

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This list can be shared by copying the link below and sending it to whoever you want to access the same list.

Please note that the shared list is a copy of your list, and future changes to your list will not affect other lists.

Compare brands and see their top posts with Underhood Premium Only 299 €/month

Underhood Premium is the perfect tool for following a brand’s internet reputation against its competitors.

Compare a brand’s reputation history against up to five companies or brands using a simple interface. List the best posts from any brand.

Extra: With Underhood Premium, you can also download reputation reports in PDF format. Any time you like.

New users get 2 weeks of FREE Premium - worth 149,50€!

Download reputation reports with Underhood Premium Only 299 €/month

Underhood Premium is the perfect tool for following a company’s or brand’s internet reputation.

Download reputation reports in PDF format. Any time you like.

Download an example

Extra: With Underhood Premium, you can also compare the reputation histories of companies and list the top posts from any brand.

New users get 2 weeks of FREE Premium - worth 149,50€!


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Underhood is now part of Tekir

In addition to Underhood tool we offer social media consulting and a wide variety of communication services.

Press release (English)

Lehdistötietote (Finnish)