Carats, color, cut, and clarity? Nope, those aren’t the four C’s we’re talking about today.

For now, the gem in question is a $5 million second round of institutional funding for 4C, a social media analytics company.

4C’s customers get actionable intelligence on their existing client base — intel that also allows them to identify new leads. It’s also an ad platform that helps brands and agencies buy media on Facebook and Twitter.

Its offerings are pure SaaS, so it gets recurring revenue from customer subscriptions.

The new round of cash comes from Jump Capital, a Chicago-based firm specializing in early stage and lower-middle market startups.

4C has offices in Chicago and New York City. The company was founded in 2011 by Northwestern professor Dr. Alok Choudhary.