{"id":144046,"date":"2023-11-09T11:26:28","date_gmt":"2023-11-09T10:26:28","guid":{"rendered":"https:\/\/brand24.com\/blog\/?p=144046"},"modified":"2026-04-06T15:00:36","modified_gmt":"2026-04-06T13:00:36","slug":"earned-media-value","status":"publish","type":"post","link":"https:\/\/brand24.com\/blog\/earned-media-value\/","title":{"rendered":"Earned Media Value: Meaning, Calculation &amp; Tools [2026 Guide]"},"content":{"rendered":"\n<p><strong>Earned media value (EMV) measures how much your brand\u2019s organic visibility (mentions, shares, and media coverage) is worth in monetary terms.<\/strong><\/p>\n\n\n\n<p><strong>Sounds simple, but in reality, EMV is one of the most inconsistently calculated metrics in marketing.<\/strong><\/p>\n\n\n\n<p><strong>This guide breaks down how to measure the value of earned media step by step and shows you how to make it useful for evaluating your PR and marketing performance.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"whatisearnedmediavalue\">What is earned media value? Definition<\/h2>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>Earned media value (EMV) <\/strong>is a way to estimate how much your brand\u2019s <em>organic exposure<\/em> is worth in money. It\u2019s an estimate of what you\u2019d have to spend to achieve the same exposure through ads.<\/p>\n\n\n\n<p>In this case, \u201corganic\u201d means <strong>unpaid mentions from third-party sources<\/strong>, like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Press coverage<\/strong> \u2013 articles, interviews, or features in online media<\/li>\n\n\n\n<li><strong>Social media mentions<\/strong> \u2013 posts, comments, or threads about your brand<\/li>\n\n\n\n<li><strong>Customer reviews<\/strong> \u2013 on platforms like Google, G2, Capterra, App Store, etc.<\/li>\n\n\n\n<li><strong>Influencer mentions (non-sponsored)<\/strong> \u2013 organic posts, not paid collaborations<\/li>\n\n\n\n<li><strong>User-generated content (UGC)<\/strong> \u2013 photos, videos, or posts created by your customers<\/li>\n<\/ul>\n\n\n\n<p><strong>Quick examples of earned media<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e8f4ee\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">Situation<\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>Is this earned media?<\/strong><\/th><th class=\"has-text-align-center\" data-align=\"center\">Why?<\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>A journalist writes about your product<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2705 Yes<\/td><td class=\"has-text-align-center\" data-align=\"center\">Independent, unpaid coverage<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>A customer posts a TikTok review<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2705 Yes<\/td><td class=\"has-text-align-center\" data-align=\"center\">Organic user-generated content<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>An influencer mentions you without any deal<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2705 Yes<\/td><td class=\"has-text-align-center\" data-align=\"center\">Organic, genuine recommendation<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>You run a Meta ad<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u274c No (paid media)<\/td><td class=\"has-text-align-center\" data-align=\"center\">You paid for placement<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>You publish a post on your company\u2019s Linkedin page<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u274c No (owned media)<\/td><td class=\"has-text-align-center\" data-align=\"center\">You control the content<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>You pay an influencer for a sponsored post<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u274c No (paid media)<\/td><td class=\"has-text-align-center\" data-align=\"center\">Sponsored = not earned<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\">In other words, EMV <strong>translates organic visibility into a dollar amount <\/strong>by answering: <em>\u201cIf we had to pay for the same exposure in an ad, how much would it cost?\u201d<\/em><\/p>\n\n\n\n<p><strong>Most EMV calculations are based on three elements:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Reach<\/strong> \u2013 how many people could see the mention<\/li>\n\n\n\n<li><strong>Engagement<\/strong> \u2013 whether people interact with it (likes, comments, shares)<\/li>\n\n\n\n<li><strong>Source<\/strong> \u2013 where it appears and how influential or credible it is<\/li>\n<\/ul>\n\n\n\n<p>&nbsp;<a href=\"https:\/\/brand24.com\/blog\/what-is-influencer-marketing\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>influencer marketing<\/strong><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to calculate earned media value (EMV)<\/h2>\n\n\n\n<p>Earned media value can be measured in different ways, depending on how much context you include.<\/p>\n\n\n\n<p>If you look at different tools and articles, you\u2019ll see different calculations. That\u2019s because EMV is an estimate based on how you choose to value attention.<\/p>\n\n\n\n<p>In practice, most approaches fall into three groups:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">01 Basic method: reach-based EMV<\/h3>\n\n\n\n<p>This is the simplest method. It uses advertising pricing as a reference point: a metric called <strong>CPM<\/strong>.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong><strong>CPM (cost per mille)<\/strong> <\/strong>means the cost of reaching 1,000 people with paid advertising.<\/p>\n\n\n\n<p>For example, if a platform charges $10 CPM, it means: <strong>you pay $10 to show your ad to 1,000 people.<\/strong><\/p>\n\n\n\n<p>In this case, the earned media value formula would look like this:<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>EMV = (Impressions \u00f7 1,000) \u00d7 CPM<\/strong><\/p>\n\n\n\n<p><strong>Example<\/strong>: 50,000 impressions with a $10 CPM = <strong>$500 EMV<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e8f4ee\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">Aspect<\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>What it means<\/strong><\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>What it measures<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Estimates how much it would cost to <em>buy the same reach<\/em> using ads<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>How it works<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Treats every impression as having equal value<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Strength<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Simple, fast, easy to compare<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Limitation<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Ignores engagement, sentiment, and context<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">02 Engagement-based EMV (CPE model)<\/h3>\n\n\n\n<p>This approach focuses on interactions instead of just reach. <\/p>\n\n\n\n<p>Instead of CPM, it uses <strong>CPE (cost per engagement)<\/strong> or assigns value to each type of interaction.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>CPE (cost per engagement)<\/strong> is a metric that shows how much you pay for a single interaction (a like, comment, or share) in paid campaigns.<\/p>\n\n\n\n<p>Example values:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Like = $0.10<\/li>\n\n\n\n<li>Comment = $0.50<\/li>\n\n\n\n<li>Share = $1.00<\/li>\n<\/ul>\n\n\n\n<p>Here, the EMV formula would look like this:<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong><strong>EMV = (Likes \u00d7 value) + (Comments \u00d7 value) + (Shares \u00d7 value)<\/strong><\/strong><\/p>\n\n\n\n<p><strong>Example<\/strong>: <\/p>\n\n\n\n<p>Let\u2019s say your post generated:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>100 likes<\/li>\n\n\n\n<li>50 comments<\/li>\n\n\n\n<li>20 shares<\/li>\n<\/ul>\n\n\n\n<p>EMV = (100 \u00d7 $0.10) + (50 \u00d7 $0.50) + (20 \u00d7 $1.00)<br>= $10 + $25 + $20<br>= <strong>$55 EMV<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e8f4ee\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">Aspect<\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>What it means<\/strong><\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>What it measures<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Estimates the <em>value of interactions<\/em> (likes, comments, shares)<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>How it works<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Assigns a monetary value to each type of engagement<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Strength<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Reflects actual user interest and activity<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Limitation<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Ignores reach and overall visibility<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">03 Hybrid EMV (reach + engagement + context)<\/h3>\n\n\n\n<p>This is the most advanced approach.<\/p>\n\n\n\n<p>It combines reach, engagement, and additional <em>adjustment factors<\/em> like sentiment, content quality or relevance.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong><strong>The adjustment factor<\/strong><\/strong> is a multiplier that reflects the <em>quality<\/em> of the mention.<\/p>\n\n\n\n<p>For example, it can <strong>increase or decrease EMV<\/strong> based on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>sentiment (positive vs negative)<\/li>\n\n\n\n<li>source credibility (major media vs small blog)<\/li>\n\n\n\n<li>relevance (on-topic vs random mention)<\/li>\n<\/ul>\n\n\n\n<p><strong>Examples of adjustment factors based on sentiment:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Positive mention: \u00d71.2<\/li>\n\n\n\n<li>Neutral mention: \u00d71.0<\/li>\n\n\n\n<li>Negative mention: \u00d70.5<\/li>\n<\/ul>\n\n\n\n<p>So, the EMV formula in this approach would look like this:<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong><strong><strong>EMV = (Impressions \u00f7 1,000 \u00d7 CPM) \u00d7 engagement rate \u00d7 adjustment factor<\/strong><\/strong><\/strong><\/p>\n\n\n\n<p><strong>Quick example:<\/strong><\/p>\n\n\n\n<p>Let\u2019s say your brand gets mentioned in a viral post:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Most reactions are <strong>positive<\/strong><\/li>\n\n\n\n<li>It reaches <strong>100,000 people<\/strong><\/li>\n\n\n\n<li>It gets <strong>5,000 interactions<\/strong> (likes, comments, shares)<\/li>\n<\/ul>\n\n\n\n<p><strong>Step 1: Estimate the value of reach<\/strong><\/p>\n\n\n\n<p>We start with CPM:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>$10 CPM means: $10 to reach 1,000 people<\/li>\n\n\n\n<li>100,000 impressions = 100 \u00d7 1,000<\/li>\n\n\n\n<li>Your base EMV = <strong>$1,000<\/strong> <em>(this is what it would cost to buy the same reach as ads)<\/em><\/li>\n<\/ul>\n\n\n\n<p><strong>Step 2: Adjust for engagement<\/strong><\/p>\n\n\n\n<p>Now we check how many people actually interacted:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>5,000 interactions out of 100,000 views<\/li>\n\n\n\n<li>Engagement rate = <strong>5%<\/strong><\/li>\n<\/ul>\n\n\n\n<p>This means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>most people just <em>saw<\/em> the content<\/li>\n\n\n\n<li>only a small portion <em>engaged<\/em><\/li>\n<\/ul>\n\n\n\n<p>So we <strong>reduce the value<\/strong>:<\/p>\n\n\n\n<p>$1,000 \u00d7 0.05 = <strong>$50<\/strong><\/p>\n\n\n\n<p><strong>Step 3: Adjust for sentiment<\/strong><\/p>\n\n\n\n<p>Now we look at quality:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The mention is <strong>positive<\/strong><\/li>\n\n\n\n<li>Adjustment factor = <strong>x1.2<\/strong><\/li>\n<\/ul>\n\n\n\n<p>So we <strong>increase the value slightly<\/strong>:<\/p>\n\n\n\n<p>$50 \u00d7 1.2 = <strong>$60 EMV<\/strong><\/p>\n\n\n\n<p><strong>Step 4: Final EMV<\/strong><\/p>\n\n\n\n<p>$1,000 \u00d7 0.05 \u00d7 1.2 = <strong>$60 EMV<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e8f4ee\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">Aspect<\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>What it means<\/strong><\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>What it measures<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Estimates overall impact (visibility + interaction + quality)<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>How it works<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Combines reach with engagement and adjusts <em>based on context<\/em><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Strength<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">More complete and closer to real impact<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Limitation<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Not standardized: the results depend on <em>how factors are defined<\/em><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Is it worth measuring the value of earned media?<\/h2>\n\n\n\n<p>Yes, but only if you understand what this metric represents.<\/p>\n\n\n\n<p>EMV is not a performance metric in the same sense as conversions or revenue. It\u2019s an <strong>estimation of visibility and attention<\/strong>, based on earned media signals.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">When EMV is misleading<\/h3>\n\n\n\n<p>It&#8217;s pretty simple: when you treat it as a standalone number.<\/p>\n\n\n\n<p>For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>You focus only on reach<\/strong>: A mention seen by 100,000 people looks great but if no one engages, its real impact is much limited<\/li>\n\n\n\n<li><strong>You ignore sentiment<\/strong> <strong>type<\/strong>: Negative press or complaints can still generate high EMV, even though they harm your brand<\/li>\n\n\n\n<li><strong>You compare numbers across tools<\/strong>: Different platforms calculate EMV differently, so results aren\u2019t directly comparable<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">When EMV is useful<\/h3>\n\n\n\n<p>EMV is most useful when you treat it as a <strong>comparative metric<\/strong>, not an <em>absolute<\/em> one.<\/p>\n\n\n\n<p>It works best when you use it to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Compare campaigns over time<\/strong>: to see which activities generate more visibility<\/li>\n\n\n\n<li><strong>Benchmark your own performance<\/strong>: to track whether your PR efforts are improving<\/li>\n\n\n\n<li><strong>Estimate the scale of exposure<\/strong>: to understand how much attention your brand is getting<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What to watch out for when calculating EMV<\/h2>\n\n\n\n<p>Before you rely on earned media value, it\u2019s worth knowing what can go wrong.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">01 Different tools calculate it differently<\/h3>\n\n\n\n<p>There\u2019s no standard formula for EMV. Each tool and model measures it differently.<\/p>\n\n\n\n<p>Some models use:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>advertising equivalents (CPM, CPC)<\/li>\n\n\n\n<li>engagement-based values (likes, comments, shares)<\/li>\n\n\n\n<li>custom multipliers\/adjustment factors<\/li>\n<\/ul>\n\n\n\n<p>That\u2019s why the same campaign can produce different EMV depending on the tool or method.<\/p>\n\n\n\n<p><strong>Example:<\/strong><br>A mention with 100,000 reach might be valued at <strong>$1,000<\/strong> in a CPM-based model, but only <strong>$200-$300<\/strong> in an engagement-based model if interaction is low.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">02 You don\u2019t always see how it\u2019s calculated<\/h3>\n\n\n\n<p>Only some <a href=\"https:\/\/brand24.com\/blog\/media-monitoring-tools\/\" target=\"_blank\" rel=\"noopener\" title=\"\">media monitoring tools<\/a> clearly show how EMV is calculated.<\/p>\n\n\n\n<p>You might see the final number without knowing:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>what data was included<\/li>\n\n\n\n<li>how different interactions were valued<\/li>\n<\/ul>\n\n\n\n<p>If the method isn\u2019t clear, it\u2019s difficult to evaluate how reliable the result is.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">03 The formula needs to match your goals<\/h3>\n\n\n\n<p>EMV should reflect your marketing goals precisely.<\/p>\n\n\n\n<p>For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>if you focus on reach \u2192 visibility will dominate the result<\/li>\n\n\n\n<li>if you include engagement \u2192 interaction becomes more important<\/li>\n<\/ul>\n\n\n\n<p>If the calculation doesn\u2019t match your priorities, the result can be misleading.<\/p>\n\n\n\n<p><strong>Example:<\/strong><br>A PR campaign focused on brand awareness may look successful in a reach-based model (high EMV), but the same campaign can look weak in an engagement-based model if people didn\u2019t interact with the content.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">04 It\u2019s easy to overinterpret the number<\/h3>\n\n\n\n<p>EMV is useful, but incomplete.<\/p>\n\n\n\n<p>Used on its own, it can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>exaggerate low-quality visibility<\/li>\n\n\n\n<li>hide negative sentiment<\/li>\n\n\n\n<li>miss what <em>actually<\/em> drives your marketing results<\/li>\n<\/ul>\n\n\n\n<p><strong>Example:<\/strong><br>A campaign can generate high EMV because it was widely mentioned, but sentiment analysis may show that a large share of those mentions was negative.<\/p>\n\n\n\n<p><a href=\"https:\/\/brand24.com\/blog\/media-monitoring-tools\/\" target=\"_blank\" rel=\"noopener\" title=\"\">media monitoring tool.<\/a><\/p>\n\n\n\n<p> <a href=\"https:\/\/brand24.com\/blog\/brand-monitoring-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">brand monitoring<\/a> <\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-columns has-black-color has-text-color has-background is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\" style=\"background-color:#f9f9f9\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:65%\">\n<p class=\"has-medium-font-size\">Measure earned media value! <strong>Brand24<\/strong> offers a 14-day free trial (no credit card required!)<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-buttons is-horizontal is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-20be11b6 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button custom-text-hover-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button google-hidden-link\" data-href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=35\" style=\"border-radius:6px;background-color:#778ced\" target=\"_blank\" rel=\"noreferrer noopener\">Try free!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">EMV vs other metrics<\/h2>\n\n\n\n<p>EMV combines reach, engagement, and other signals into one number.<\/p>\n\n\n\n<p>But it doesn\u2019t show:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>whether people interacted<\/li>\n\n\n\n<li>whether the mentions were positive or negative<\/li>\n\n\n\n<li>what actually drove the spike<\/li>\n<\/ul>\n\n\n\n<p>That\u2019s why you need other metrics alongside it.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e8f4ee\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">Metric<\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>What it helps you understand<\/strong><\/th><th>When to use it<\/th><th>What to watch out for<\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>EMV<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Overall value of earned media<\/td><td>Comparing campaigns or PR results<\/td><td>Can hide what actually drove the result<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>MIV<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Value of media\/influencer placements<\/td><td>Influencer &amp; media performance analysis<\/td><td>Proprietary: hard to compare across tools<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>ROI<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Business outcome (revenue vs cost)<\/td><td>Performance and growth tracking<\/td><td>Doesn\u2019t capture awareness or PR impact<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>AVE<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Ad-equivalent value of coverage<\/td><td>Traditional PR reporting<\/td><td>Oversimplified, often misleading<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><a href=\"https:\/\/brand24.com\/blog\/pr-crisis-management\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>PR activities<\/strong><\/a>.<\/p>\n\n\n\n<div class=\"wp-block-columns has-black-color has-text-color has-background is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\" style=\"background-color:#f9f9f9\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:65%\">\n<p class=\"has-medium-font-size\">Use <strong>Brand24<\/strong> to calculate earned media value!<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-buttons is-horizontal is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-20be11b6 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button custom-text-hover-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button google-hidden-link\" data-href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=35\" style=\"border-radius:6px;background-color:#778ced\" target=\"_blank\" rel=\"noreferrer noopener\">Try free!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p>Moreover, engagement is one of the <a href=\"https:\/\/brand24.com\/blog\/social-media-metrics\/\" target=\"_blank\" rel=\"noopener\" title=\"15 Key Social Media Metrics to Track in 2023\">key social media metrics<\/a><\/p>\n\n\n\n<p>The <a href=\"https:\/\/brand24.com\/blog\/how-to-measure-the-share-of-voice\/\" target=\"_blank\" rel=\"noreferrer noopener\">share of voice<\/a> <\/p>\n\n\n\n<p> <a href=\"https:\/\/brand24.com\/blog\/word-of-mouth-marketing\/\">word-of-mouth marketing<\/a>. <\/p>\n\n\n\n<div class=\"wp-block-columns has-black-color has-text-color has-background is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\" style=\"background-color:#f9f9f9\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:65%\">\n<p class=\"has-medium-font-size\">Measure earned media value. Start your free trial (no credit card required)<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-buttons is-horizontal is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-20be11b6 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button custom-text-hover-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button google-hidden-link\" data-href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=35\" style=\"border-radius:6px;background-color:#778ced\" target=\"_blank\" rel=\"noreferrer noopener\">Try free!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p><a href=\"https:\/\/brand24.com\/blog\/brand-awareness\/\" target=\"_blank\" rel=\"noopener\" title=\"\">brand awareness<\/a> levels and, ultimately, increased sales.<\/p>\n\n\n\n<p> <a href=\"https:\/\/brand24.com\/blog\/content-marketing-guide\/\">content marketing<\/a> <\/p>\n\n\n\n<div class=\"wp-block-columns has-black-color has-text-color has-background is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\" style=\"background-color:#f9f9f9\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:65%\">\n<p class=\"has-medium-font-size\">Measure your earned media value!<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-buttons is-horizontal is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-20be11b6 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button custom-text-hover-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button google-hidden-link\" data-href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=35\" style=\"border-radius:6px;background-color:#778ced\" target=\"_blank\" rel=\"noreferrer noopener\">Try free!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"shouldyoumeasureearnedmediavalue\">Should you measure earned media value?<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"faq\">FAQ<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">What is an example of earned media value?<\/h3>\n\n\n\n<p>Earned Media Value refers to publicity gained organically through promotional efforts other than advertising, instead of paid media space. It&#8217;s effectively free advertising achieved due to the brand&#8217;s PR efforts.<\/p>\n\n\n\n<p>An example of Earned Media Value can be seen on social media platforms. Suppose a customer has a great experience with your brand and decides to share their positive review on their personal social media account. This social media post can reach hundreds or thousands of their followers and prompt further shares, likes, and comments. This is considered earned media because it&#8217;s unsolicited positive publicity generated by someone outside of the company.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is the average EMV?<\/h3>\n\n\n\n<p>Earned Media Value (EMV) is a metric used to calculate the worth of publicity gained through promotional efforts that are not paid advertising, often generated through social media platforms and other digital channels.<\/p>\n\n\n\n<p>However, the &#8220;average&#8221; EMV can be difficult to pin down due to the diversity of variables involved in its calculation. Factors that influence EMV include the reach of the earned media, the platform it was earned on, the level of engagement it received, and even the market value of similar paid advertising space.<\/p>\n\n\n\n<p>Essentially, EMV assigns a monetary value to non-paid publicity, making it easier to compare to paid media efforts. The specific value can vary significantly depending on the factors mentioned above, the industry, and the specific goals of a campaign. Therefore, instead of relying on an &#8220;average,&#8221; it&#8217;s generally more effective to calculate the EMV specific to a particular campaign or piece of earned media.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is earned media value for influencers?<\/h3>\n\n\n\n<p>Earned Media Value (EMV) for influencers represents the organic value influencers generate for a brand through unpaid content and interactions on social media platforms. It&#8217;s a key metric in an influencer marketing strategy aiming to generate earned media. The calculation of this value is based on the engagement (likes, shares, comments) created by the influencer&#8217;s content, comparing it to the cost of achieving similar engagement through paid social media campaigns. This measurement helps assess the return on investment of influencer marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Measuring the earned media value will help you determine the results of your PR campaign. Learn how to do it effectively!<\/p>\n","protected":false},"author":34,"featured_media":149846,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4134],"tags":[4067,4064,4065,4066],"class_list":["post-144046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-image","tag-calculate-earned-media-value","tag-earned-media-value","tag-emv","tag-measure-earned-media-value"],"acf":[],"aioseo_notices":[],"cf_author_first_name":"Marta","cf_author_last_name":"Pinkowska","_links":{"self":[{"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/posts\/144046","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/comments?post=144046"}],"version-history":[{"count":37,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/posts\/144046\/revisions"}],"predecessor-version":[{"id":182972,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/posts\/144046\/revisions\/182972"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/media\/149846"}],"wp:attachment":[{"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/media?parent=144046"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/categories?post=144046"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/tags?post=144046"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}